The Dopeameme Institute for Pleasure Research (DIPR), designed to deliver a rush to the senses, has opened at Area15, the immersive art and entertainment district in Las Vegas.
The 30-minute-long, story-driven experience turns guests into "test subjects." They encounter a dozen different activations and four interactive experiences, each designed to trigger an actual dopamine rush.
One experience is Heavy Pedal, held in a laundromat-themed space with stationary bikes. Guests pedal to activate a screen in front of their bike, their pedaling speed determining the fate of the characters on screen. In another setting that blends a beauty salon and correctional facility, guests answer frequently embarrassing questions over the phone and are judged on their truthfulness.
In another room, guests are encouraged to "dance like nobody's watching" and motion-capturing technology produces an avatar of their moves. In the Control Room, guests can change the music, lights and sound effects in the previous three rooms for other visitors.
Who's behind it
It is the first brick-and-mortar, interactive attraction from Superplastic, the company that creates intellectual property (IP) and synthetic celebrities (digital replicas of real-life celebrities), often in collaboration with famous brands and artists.
"Turning Superplastic's IP character universe into an unforgettable, IRL (in real life) experience, DIPR cleverly blends warped humor, physical participation and immersive entertainment in ways we've never done before," Superplastic CEO Jennifer van Dijk said.
A retail shop offers toys and apparel. There's even a Dopeameme Hangover Kit with items to recover from a night of Vegas-style indulgence.
The Dopeameme Institute for Pleasure Research is open from 11 a.m. to 9 p.m., Sundays through Wednesdays and from 11 a.m. to midnight Thursdays through Saturdays. Guests must be 16 or older to enter Dopeameme, unless accompanied by an adult age 18 or older. All guests must be 18 or older to visit from 9 p.m. to midnight Thursdays through Saturdays, when the experience includes adult humor.
General admission is $35 (plus tax and fees). Groups of 10 or more booking in advance can get 20% off. Tickets can be purchased online. Dopeameme is also included in Area15's Experience Pass for Levels 2, 3 and 4.
Clarification: The stationary bike experience is called Heavy Pedal, which is held in a laundromat-themed space called Benjamin's Wash 'n' Fold.