Superplastic’s first-ever physical attraction is now open in Las Vegas. Designer toy brand Superplastic has opened its new Dopeameme Institute for Pleasure Research (D.I.P.R.) at Area15 in Las Vegas. Superplastic creates vinyl art toys and digital experiences using its original characters. The brand is known for its collaborations with the likes of Mercedes-Benz, Gucci and Fortnite. Its first-ever physical attraction offers a story-driven experience, with guests exploring 12 different activations and four interactive experiences. Each of these is designed to trigger an actual dopamine rush.
‘Heavy Pedal’, for example, is a laundromat-themed space where guests can ride stationary bikes to activate a connected screen. ‘Not Guilty Pleasures’ is a beauty salon-meets-correctional facility where guests can answer questions on the prison phone. At ‘Private Dancer’, guests are encouraged to dance like nobody’s watching in a disco-themed restroom with avatars. ‘Control Room’ allows visitors to alter the music, lights and sound effects in the previous three rooms for other visitors.
At the end of the experience, guests will receive a personalised digital profile with photos, as well as a recommended Dopeameme “prescription” that can be purchased at the retail store, called the Dopeameme Shop. This is open to Dopeameme and Area15 guests, and sells products including toys and apparel.
Area15’s new immersive experience
“Turning Superplastic’s IP character universe into an unforgettable, IRL experience, D.I.P.R. cleverly blends warped humor, physical participation and immersive entertainment in ways we’ve never done before,” said Superplastic CEO Jennifer van Dijk.
Area15, an immersive entertainment district, is already home to unique attractions like Meow Wolf‘s Omega Mart, Illuminarium, and Wink World: Portals Into the Infinite. The City of Las Vegas recently announced that the 35-acre expansion to the north of Area15 will be called the Vegas Immersive District. The expansion’s anchor tenant is a year-round attraction from Universal Destinations & Experiences called Horror Unleashed.
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