Las Vegas has always been synonymous with over-the-top experiences, and the newly opened Dopeameme Institute for Pleasure Research (DIPR) at Area15 is no exception. This cutting-edge, interactive attraction merges technology, creativity, and humor into an experience designed to thrill your senses and, quite literally, give you a dopamine rush.
The Dopeameme Institute offers a 30-minute journey into a world where visitors become “test subjects” in a whimsical and slightly irreverent exploration of pleasure. As you traverse the attraction, you’ll encounter a dozen activations and four major interactive rooms, each with its own quirky theme and activities aimed at eliciting joy, laughter, and maybe even a bit of self-reflection.
One of the standout experiences is Heavy Pedal, where a laundromat-like setting is paired with stationary bikes. Guests pedal their way to power an animated story on a screen, with the speed of their cycling directly influencing the characters’ fate. It’s a blend of physical engagement and visual storytelling that keeps you on your toes.
Another highlight is a room that whimsically fuses a beauty salon with a correctional facility. Here, guests answer personal, often embarrassing questions over the phone, only to be judged for their honesty. This playful yet thought-provoking activity gives visitors a chance to confront their own truthfulness while laughing all the way through.
For those who love to cut loose, there’s a dance room where motion-capture technology creates a digital avatar of your moves. You can truly “dance like nobody’s watching” while watching your avatar bring your moves to life.
The experience culminates in the Control Room, where guests are given the power to adjust the music, lighting, and sound effects of the previous rooms. It’s a unique twist that allows you to shape the environment for those coming after you, adding a communal element to the fun.
The Dopeameme Institute is the brainchild of Superplastic, a company renowned for its creation of intellectual property and synthetic celebrities. Known for collaborating with top-tier artists and brands, Superplastic brings its signature mix of humor and innovation to this immersive, real-life experience.
“This is Superplastic’s IP universe coming to life,” said Jennifer van Dijk, CEO of Superplastic. “Dopeameme Institute cleverly blends warped humor, physical participation, and immersive entertainment in ways we’ve never done before.”
No visit to the Dopeameme Institute is complete without a stop at its retail shop. From quirky toys to stylish apparel, there’s something for everyone. Guests can even grab a Dopeameme Hangover Kit, perfect for recovering from a night of Las Vegas indulgence.
DIPR is open from 11 a.m. to 9 p.m. Sunday through Wednesday and 11 a.m. to midnight Thursday through Saturday, with adult-only humor after 9 p.m. on weekends. Visitors aged 16 and above are welcome during general hours, while evening sessions are restricted to those aged 18 and older.
Tickets are priced at $35 plus tax and fees, and discounts are available for groups of 10 or more. The attraction is also included in Area15’s Experience Pass for Levels 2, 3, and 4, making it an excellent addition to a full day of immersive entertainment.
The Dopeameme Institute for Pleasure Research is not just an attraction; it’s a playground for the senses. With its blend of humor, innovation, and interactive fun, it offers an escape from the ordinary and a dive into a world of pure, unadulterated joy. Whether you’re a Las Vegas local or just visiting, this is one experience you won’t want to miss.
For tickets and more details, visit Area15’s website, and get ready to embrace the dopamine rush!
