Every time that little smile spreads across your face, or you get that warm, fuzzy feeling, that is your brain releasing dopamine into the body. Ahhh, dopamine, nature’s ecstasy! And as humans we seek out ways in the world to activate our brain to release more and more of it.
Now, what if there was a place you could go to trigger hit after hit of dopamine? There is—thanks to the creative genius of intellectual property company Superplastic. Head to AREA15 and visit the arts and entertainment district’s newest tenant, Superplastic’s Dopeameme Institute for Pleasure Research (D.I.P.R.). “There is no more perfect place for us than to be at AREA15,” says Superplastic CEO Jennifer van Dijk. “(It’s) the perfect home for our kind of twisted humor to be brought to life.”
In the same vein as Disney or Marvel, Superplastic designs and creates characters and content to share with audiences, especially those on social media like TikTok, YouTube and Instagram. That content has gone viral and triggered a slew of artistic collaborations with stars like Post Malone and Paris Hilton and brands like Gucci, Fortnite and Tommy Hilfiger. Superplastic’s world of characters has been turned into collectible toys and fashionable apparel, and now the company has branched into the immersive attraction world with its first-ever, in-real-life experience, the Dopeameme Institute For Pleasure Research. “It’s really important to us to find new ways to engage our fans,” van Dijk says. “We wanted to make something that would really bring people into our world and excite our fans who knows us but also give us an opportunity to get new fans and discover who we are.”
So, just what is this D.I.P.R. experience? Simply put, it’s a walk-through, story-driven immersive adventure where the most well-known characters from Superplastic, like Janky, Dayzee and Guggimon, guide visitors through a series of rooms that will illicit dopamine hits to the body through interactive experiences. If you put your science hat on, you’ll remember that the body produces dopamine through activities like exercise and dancing, and at D.I.P.R. you’ll get to do both in rooms like “Heavy Pedal,” a laundromat-themed space where you’ll pedal on a stationary bike, or the “Private Dancer” room, a space that looks like an office building bathroom where you’ll step into your own stall and dance like no one is watching. Inside these rooms, you’ll also be taken through a series of tests guided by Superplastic characters that comically reveal their warped, twisted sense of humor. Besides the rooms, there are a ton of different activations and Easter eggs that help deliver a rush of dopamine to visitors as they make their way through the experience, all ending with a personalized QR code to scan and download your own digital profile. The profile enables visitors to share their experience on social media and is also filled with pictures of you throughout the experience. (Yes, you are on camera!)
Outside of the ticketed attraction is The Dopeameme Shop, open to ticket holders and visitors of AREA15. It’s here that Superplastic offers exclusive merch like collectibles and cheeky impulse buys. It’s also where fans can take pictures with life-size Janky and Guggimon characters set within a comical hijinks scene involving a truck and hot dog cart.
“We are really proud of this experience,” van Dijk says. “We’re excited about the potential and partnership with AREA15. I really think this can be a cool part of our business model going forward. Come play and have fun with us!”
AREA15. 3215 S. Rancho Drive. area15.com
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