The Science Behind Dopamine Every time you feel a spark of joy or a warm, comforting sensation, that’s dopamine at work—your brain’s natural way of rewarding pleasure. This neurochemical is nature’s own form of ecstasy, and humans constantly seek ways to release more of it. Now, imagine a place designed to amplify those dopamine hits over and over. Enter the Dopeameme Institute for Pleasure Research (D.I.P.R.) at AREA15, courtesy of the creative masterminds at Superplastic.
A Perfect Fit for AREA15 AREA15, Las Vegas’s famed arts and entertainment district, is now home to Superplastic’s first-ever immersive attraction. “AREA15 is the perfect home for our twisted humor to come to life,” says Superplastic CEO Jennifer van Dijk. With its surreal and innovative atmosphere, AREA15 provides the ideal backdrop for Superplastic’s latest venture.
From Digital Stardom to Real-Life Adventures Superplastic, known for its edgy characters and viral content across platforms like TikTok, YouTube, and Instagram, has captivated audiences with collaborations featuring stars such as Post Malone and Paris Hilton. Their partnerships with brands like Gucci and Fortnite have further cemented their pop-culture relevance. Beyond collectibles and apparel, the Dopeameme Institute marks Superplastic’s leap into the world of immersive attractions. “We wanted to create something that not only engages our fans but also introduces new audiences to our world,” van Dijk explains.
What to Expect at D.I.P.R. The D.I.P.R. experience is an interactive, story-driven adventure. Visitors are guided by iconic Superplastic characters like Janky, Dayzee, and Guggimon through a series of themed rooms, each designed to trigger dopamine release through engaging activities. Highlights include:
- “Heavy Pedal” Room: A laundromat-themed space where guests pedal stationary bikes to ignite an endorphin rush.
- “Private Dancer” Room: A quirky office bathroom setting where guests dance in private stalls, channeling their inner star.
Throughout these rooms, visitors encounter humorous tests and activations designed to entertain and thrill. Hidden Easter eggs and surprises enhance the journey, culminating in a personalized digital profile accessible via QR code. This profile, filled with snapshots of your experience, is perfect for sharing on social media.
The Dopeameme Shop: Exclusive Collectibles Adjacent to the main attraction, The Dopeameme Shop offers exclusive Superplastic merchandise, from collectibles to playful impulse buys. Fans can snap photos with life-sized Janky and Guggimon figures staged in a hilariously chaotic scene featuring a truck and hot dog cart.
A Vision for the Future “We’re incredibly proud of this experience,” van Dijk shares. “Our partnership with AREA15 represents an exciting step forward, and we see this as a cornerstone of our business model. Come join us and have some fun!”
Plan Your Visit AREA15 is located at 3215 S. Rancho Drive in Las Vegas. To learn more or book tickets, visit area15.com.
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