Orchard Hell Building Snags ‘Jump Into the Light’ Retail VR Experience
In the base or the year-old Hotel Indigo (aka Orchard Hell Building), the struggle to rope in any retail of substance continues.
Ben Shaoul signed up for a temporary stay at 180 Orchard Street about nine months ago to help sell condos at his Bereket-killing development next door. It’s still there, sparsely populated, yet acting as advertisement. Now, a second vacancy in the building has been filled. Jump Into the Light just signed a lease here, having relocated from its previous location at 355 Bowery.
Jump Into Light calls itself “America’s first Virtual Reality Cinema and Playlab.” In layman’s terms, that means customers can experience virtual reality films, experiment with the Oculus Rift, and get “scanned into” the virtual world for selfies. Grand opening party is tonight at 7pm.
Tickets range from $45 to $95, so yeah…
EXPERIENCE 1 – Enter the Void – We will be showing a variety of curated 360 films where you take a trip around the world, are moving inside a Salvador Dali painting, visit the Frieze art fair, tour the Hadron Collider at Cern along with other short films that give a great overview of what is going on in VR cinema today
EXPERIENCE 2 – The Wizard Experience – This allows you to create and move things in VR using just your bare hands like a god! Think Minority Report with Tom Cruise.
EXPERIENCE 3 – Full Immersion – You will be able to walk around in a virtual world as you paint or shoot zombies or partake in one of the other experiences in 3D – the choice is yours!
It’s worth noting that the Hotel Indigo sitting atop the commercial pedestal has no connection to the commercial base other than a shared address. These three retail condos (plus the parking garage) were together purchased in 2014 by a joint venture between Cohen Equities and Premier Equities for a combined $21 million.