The first room we entered at Area15’s new Dopeameme Institute for Pleasure Research was called Heavy Pedal. It was filled with stationary bikes facing washing machines with video screens on top. A British voice greeted us and explained that we needed to pedal to trigger dopamine release. This experience was created by the minds behind Superplastic, known for their synthetic superstars on social media platforms like TikTok, YouTube, and Instagram.
As we pedaled, a social media scroll appeared on the screen, and we had to decide whether to focus on the scroll or kill a cute cartoon minion floating above a fan with our pedaling speed. The next room was a mix of a prison visitor center and a beauty salon. It involved a lie detector test where answering questions truthfully or not determined the fate of a character on the screen. Every room in the institute was designed to elicit dopamine through interactive and story-driven experiences.
The main characters behind this concept, Janky and Guggimon, are virtual influencers with a mischievous relationship. They have gained popularity online and even became playable skins in the game “Fortnite.” Superplastic’s CEO, Jennifer van Dijk, explained that the characters’ goal was to create an Institute for Pleasure Research to take people’s dopamine and sell it back to them.
The final room we explored was Private Dancer, where characters on video screens guided visitors through dance moves. This room had a dark, eerie vibe reminiscent of “The Shining.” In the Control Room, visitors could scan their wristbands, download pictures taken during their visit, and receive a dopamine “prescription.” The experience ended with suggestions for items to purchase in the gift shop filled with Superplastic collectibles.
Superplastic initially planned to open a similar experience in New York City but found Area15 in Las Vegas to be the perfect location. The art and entertainment complex’s unique atmosphere aligned with Superplastic’s vision. Despite the company’s online popularity, van Dijk acknowledged that most visitors might not be familiar with them. Therefore, Dopeameme was designed to be universally appealing and introduce new audiences to their brand.
The concept of Dopeameme cleverly brings online characters into a real-life setting while satirizing social media habits. It blurs the line between satire and sincerity, aiming to provide visitors with a fun and engaging experience rather than a competitive game. Overall, Dopeameme at Area15 offers a unique and entertaining journey through the world of synthetic superstars.
