The VOID, a Utah-based virtual reality startup, is gaining ground on its plan to sell its virtual reality experiences as an "add-on" for retail centers, a bid to draw shoppers back to malls and into the worlds of Hollywood's most popular franchises.

On Friday, the company will open its newest outpost at the Westfield World Trade Center in New York, an initial step in its plans to open more than 25 new locations by 2022. That move should ultimately double The VOID's size, and will also bring the company to Europe.

"It's a great pairing, I think, with malls and retail spaces because we're providing an extra experience, another reason to shop," Curtis Hickman, the company's co-founder and chief creative officer, told Cheddar on Thursday.

"When you put a VOID in a mall location, you drive a lot of traffic there. People who have never even been there before will show up just so they can go to The VOID experience, and then, of course, they stay, and they shop."

The company has focused on using content produced by larger studios, such as Disney and Sony Pictures. Its currently available virtual reality "experiences" are spin-offs of movie franchises including "Star Wars", "Wreck-It Ralph", and "Ghostbusters".

The VOID has also produced its own original virtual reality content.

"It's not just virtual reality, but we add all these sensory experiences on top of it so it really feels like you're there," Hickman added. "We call it presence. You feel like you're in 'Star Wars'. You feel the heat. You can smell the burning in the air. You can actually feel it when you get shot. It's a whole, encompassing sensory experience."

He explained that smell, for instance, is simulated through scent canisters that trigger throughout the experience.

"You step in ⁠— you literally step into this stage, this setting that we have, with everything matched one and one. If you see a wall, you can touch the wall. If there's a bench, you can sit down on the bench," he said.

The company's investors include the Walt Disney Company and Qualcomm, which Hickman said provide intellectual property and technological expertise. He added that the son of media titan Rupert Murdoch, James Murdoch ⁠— who reportedly invested a cool $20 million into the startup ⁠— is "a great resource for us."

Share:
More In Business
Starbucks’ Change Flushes Out a Debate Over Public Restroom Access
Starbucks’ decision to restrict its restrooms to paying customers has flushed out a wider problem: a patchwork of restroom use policies that varies by state and city. Starbucks announced last week a new code of conduct that says people need to make a purchase if they want to hang out or use the restroom. The coffee chain's policy change for bathroom privileges has left Americans confused and divided over who gets to go and when. The American Restroom Association, a public toilet advocacy group, was among the critics. Rules about restroom access in restaurants vary by state, city and county. The National Retail Federation says private businesses have a right to limit restroom use.
Trump Highlights Partnership Investing $500 Billion in AI
President Donald Trump is talking up a joint venture investing up to $500 billion for infrastructure tied to artificial intelligence by a new partnership formed by OpenAI, Oracle and SoftBank. The new entity, Stargate, will start building out data centers and the electricity generation needed for the further development of the fast-evolving AI in Texas, according to the White House. The initial investment is expected to be $100 billion and could reach five times that sum. While Trump has seized on similar announcements to show that his presidency is boosting the economy, there were already expectations of a massive buildout of data centers and electricity plants needed for the development of AI.
Load More