Navy Pier Light Maze

Navy Pier Funhouse Maze: Light Maze Attraction

The Situation

Amazing Chicago’s Funhouse Maze at Navy Pier reached out to our team to request a refreshed finale. The existing end of the attraction had become dated and lacked the visual impact needed to give guests a memorable finish.

The redesign also presented an opportunity to address a larger challenge: much of the attraction was concealed from guests walking through Navy Pier. The new experience needed to create excitement inside the maze while giving passersby a glimpse of what was waiting beyond the entrance.

The Solution

Great Lakes Scenic Design designed and fabricated a completely new Chicago-themed light maze built around a custom triangular grid. Engraved acrylic panels featuring Chicago-inspired imagery were integrated with programmable edge lighting, allowing the attraction to change colors and lighting effects for holidays, seasons, and special events.

Dichroic film and mirrored surfaces were incorporated throughout the maze to multiply reflections, distort sightlines, and create an intentionally disorienting environment as guests navigate through the space.

GLSD also incorporated viewing portals into the exterior of the attraction, offering guests on Navy Pier a direct view into the illuminated maze. Beyond creating visual interest from the concourse, the portals turned the experience itself into an advertisement for the attraction.

The Outcome

The new maze extended the length of the guest experience while creating a much stronger finale and a highly recognizable photo opportunity. Guests regularly photograph and share the illuminated Chicago panels, extending the attraction’s visibility beyond Navy Pier itself.

The client’s investment in the project produced by Great Lakes Scenic Design translated into measurable business results. Following the renovation, the attraction reported a 21% increase in ticket sales during a year in which all but one other Navy Pier business experienced declining sales. Customer satisfaction also improved, demonstrating how a targeted scenic investment could simultaneously improve the guest experience, strengthen the attraction’s visibility, and deliver a meaningful return for the operator.

Testimonials

“The final product exceeded our expectations. Our attraction is more captivating than ever, adding valuable time to the visitor experience. We hear glowing feedback from customers daily. GLSD made this process smooth, enjoyable, and successful from start to finish. We’ll be planning to work with them again in the future!” - Rebecca Novotony, Amazing Chicago’s Funhouse Maze Manager

“Our Maze has worked with many vendors over the 20+ years we’ve been at Navy Pier, and Great Lakes Scenic Design is at the top of our list. For me, the best part is the comprehensive relationship that developed over all these projects. We kick ideas back and forth, there is a mutual creative process, and a realistic grasp of what we can accomplish with the budgets we have on hand. GLSD operates like a well-oiled machine—robust, reliable, and ready to handle anything we throw their way. The work is awesome quality and the installation of it all has been seamless.” - Jim Legner, Attraction Owner