North Loop brewery Modist has teamed up with St. Louis Park virtual reality company REM5 to create Haptic, a "virtual reality IPA."
Don't worry, beer lovers. This brew exists in actual reality. But its label was created using virtual reality.
"We've always jived with the Modist brand of pushing the limits of what could be done with beer, and their funky, futuristic vibe fits well with the bleeding edge of technology we offer," REM5 Co-Founder Amir Berenjian said in an email.
The brewery and VR lab first connected about a year ago when REM5 did a pop up at Modist.
REM5 recently got approved by the state to start marketing unconscious bias training sessions to law enforcement. It also created an artist-in-residence program that allows artists to practice painting and creating using virtual reality. REM5 tapped local artist Sherstin Schwartz for the design.
"After a little workflow creativity, we were able to convert a literal 3D can design with extruding flowers and other components and get it printed on a 2D can label," Berenjian said. "Modist was amazing to work with throughout the process and we couldn't have asked for a better partner to go all-in on something this abstract."
Modist describes Haptic as a New England IPA with "fluffy oat malt and smooth wheat malts dry-hopped with a blend of Mosaic, Cryo Mosaic and Denali hops."
REM5 and Modist will debut their brew at a launch party on Friday, Oct. 4. Attendees will have the opportunity to use VR sets to step inside the design and watch the can come to life in a variety of 3D, interactive VR experiences.
To find out what the label looks like in virtual reality, check out the video below: