Superplastic’s Dopeameme Institute for Pleasure Research (D.I.P.R.) at Area 15 is a mind-bending immersive experience that will make you laugh as much as it makes you fear the future. 

Superplastic is the brainchild of Paul Budnitz, the creative entrepreneur who most famously founded Kidrobot in 2002. Budnitz’s mind eventually moved from physical collectibles to the concept of synthetic celebrities, which led to the 2017 founding of Superplastic. Like Kidrobot, Superplastic extends to collectible physical goods, but unlike Kidrobot, Superplastic’s in-world characters have also evolved into hyper-stylized online personalities without the worry of human error. The in-world Superplastic character roster has amassed hundreds of thousands and, in some cases, millions of followers across TikTok and Instagram. 

The core characters leading Superplastic are Dayzee, Janky, and Dr. Guggimon (not a licensed doctor). The group has been able to amass a massive following with trendy content like the apple dance that no creator was impervious to, as well as cheekier content where they discover new ways to kill each other. The stylized execution may feel more like tactful marketing than shock core at times, but regardless, it’s hard to look away from the cute curated characters. 

In November 2024, the characters (literally) came to life at Las Vegas’s Area 15. Located just off the strip, Area 15 is self-described as “a must-see immersive entertainment district” and is home to the mighty Meow Wolf‘s Omega Mart and is one of video game rave‘s west coast tour stops. Superplastic, thematically, fits in well with the satirical futuristic foundation of Area 15 and blends seamlessly into the previous ticketing booth for Area 15’s attractions. 

Superplastic’s Dopeameme experience opens with a gift shop featuring collectible Superplastic figures and snarky T-shirts. The employees are dressed in white lab coats, immediately inviting human test subjects into the experience. Each test subject receives a wristband to tap into each test to ensure Dr. Guggimon is tracking data correctly. Dr. Guggimon welcomes test subjects into the first room, an endless mirrored void full of TVs projecting both the welcome message from Dr. Guggimon, Janky, and Dayzee intercut with memes and TikTok videos. 

Dr. Guggimon welcomes the subjects to the laboratory and explains that the next few tests will be in an effort to synthesize dopamine. The premise is that memes and social media have flooded your brain and have damaged your dopamine receptors, forcing the body to require more and more to recapture the initial dopamine rush. Dr. Guggimon poses the question, “So how do we cure you?”

He answers, “By giving you dopamine, but not just any dopamine, your dopamine specific to you… By studying your response to different stimuli, we will synthesize an individual dopamine tailored just for you. Your participation can pave the way for future generations to unplug from the constraints of social media… And by the way, please follow us on TikTok and Instagram.”

Doors open automatically into long, warmly lit hallways. There are three different dopamine exercises that Dr. Guggimon shepherds test subjects through. There is an underlying connection to GLaDOS testing Chell as test subjects shuffle through to each test. I found myself both amused at the snarky, sharp writing of the in-world characters and in fear of the implications of human testing. Each test room is immaculately designed with high attention to detail in every single inch of the experience, reminding test subjects of the playfully imminent danger of their own participation. 

While the experience is relatively short (somewhere between 20 to 30 minutes), the impact lasts longer than your time in the testing facility. I found myself daydreaming about the lore of Dr. Guggimon’s laboratory and thinking back on the third-act twist for days afterwards. No spoilers, but the ending is massively satisfying, hilarious, and, at times, haunting. 

Superplastic’s D.I.P.R. at Area 15 is a fantastic experience for fans of Portal or The Stanley Parable who are seeking out an experience that’s equal parts fun and scary without the jumpscares of a traditional horror experience. 

Are you planning a geek or gamer’s dream vacation in Las Vegas and need inspiration? We’ve checked out more gamer-centric experiences all over the city. Check out more here:

I attended this event as a guest of The Vox Agency, receiving complimentary tickets.