The idea of the project "Doom Room" was to create an immersive experience of I AM Vodka's brand DNA. We wanted to show, rather than tell, what the core values and ideas behind the brands look like.

This idea turned into the Doom Room. The Doom Room is an intervention, it is a electroshock that aims at making whoever experiences it question his or her own life on a very fundamental level. We do this by not only showing the audience a wild VR movie that includes a suicide, which you experience in POV, but also a physical ceremony, where you guided around Copenhagen’s most exclusive nightclub, Chateau Motel and constantly question what is real and what is imagination. By combining VR and actual physical theatre (the people who guide you through the experience are actors), we created an experience that left people baffled, in tears and extremely mindfull.

DOOM ROOM is a guided meditation with you as the main character. One at a time a blindfolded audience of six enters a room. Here they kneel to embody a hunter with a bloody heart in his hand.

The Oracle welcomes the audience and guides them into an industrial looking room covered with thick plastic. She hands each audience member a fresh lamb heart. One at a time, the Oracle gestures for the audience to approach her and kneel on a pillow in front of her. She gives to the kneeling audience member a glass with a thick red fluid (which is the brand I AM Vodka, infused with red fruit color) and gestures for the audience member to drink it. When the communion ritual is performed the Oracle takes back the lamb heart and takes the audience member’s hand, guiding the person to a door.

Entering DOOM ROOM, a performer calmly helps the audience member putting on the VR equipment. Since there is no film content in the VR goggles at this point, the audience member can’t see or hear a thing. The performer dresses the audience member in a white PVC cloak.

A point of view film begins, the audience is put in the body of a hunter sitting in the grass with a dead deer in front of him.He then reaches for his rifle and turns it towards himself. lf. You realize what he is doing, just as the trigger is pulled. Darkness. A soothing voice reminds you that everything will be alright. The rest of the ride is wild, weird and intense. After the VR experience end - you join the afterparty downstairs.

The brand relevance is simple: I AM Vodka is about rebirth, becoming your ideal self: The Doom Room provokes that. More info http://doomroom.dk/