Samsung's VR 'Hypercube' experience to tour UK music festivals

Festival-goers will be able to immerse themselves in Biffy Clyro's latest music video as part of Samsung's touring Virtual Reality (VR) experience this summer.

The Samsung VR experience will be housed inside the 'Hypercube'
The Samsung VR experience will be housed inside the 'Hypercube'
The tech brand has partnered with the Scottish rock band to create the UK’s first immersive music video using VR technology.

The experience will be housed inside a three-and-a-half storey temporary structure named the 'Hypercube'. Once inside, up to 50 festival-goers at a time will be able to use the Samsung Gear VR headset to place themselves beside frontman/guitarist Simon Neil and his bandmates James Johnston (bass) and drummer Ben Johnston, suspended in a Perspex box above an abandoned warehouse.

As the band begins to play, viewers will experience a pyrotechnics and laser lighting show erupt around them, complementing the riffs and lyrics of the band's new track, Flammable.

The experience will visit Boardmasters from 10-14 August, followed by Glasgow Summer Sessions on 26-27 August and Bestival from 8-11 September.

Samsung has used the latest VR technology, 360-degree cameras and the Galaxy S7 smartphone to create the audio-visual VR experience. Ross Cairns, creative director at Samsung, said: "This project was born out of a desire to bring the best parts of live music to an audience so people can feel closer to the band than ever before. Biffy were the perfect partners for this. From inception we focused on marrying music and technology to appear effortlessly synchronised.

"We’re delighted to bring the wonders of virtual reality to a generation of music fans in this way and demonstrate how we are empowering people to use technology in a way that allows them to experience the extraordinary. As a brand, we will continue to push the boundaries of what’s possible, merging virtual reality with the real world."

High-speed rail service Eurostar created a VR experience at Bluewater shopping centre last month.

In April, Kellogg's transported Londoners to ancient Egypt for the launch of its new Ancient Legends product range using VR technology.

Blog: VR for VR's sake?

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