Samsung teams up with Biffy Clyro for a VR-led ‘Hypercube’ tour

The Hypercube is more than three storeys high

Samsung has unveiled a new touring structure – the ‘Hypercube’ – which will give more than 10,000 festival goers a chance to watch rock band Biffy Clyro perform in virtual reality.

In what Samsung is dubbing a ‘world first’, the multi-storey Hypercube has been kitted out with Gear VR headsets that up to 50 people per session can wear. They will be transported through the power of virtual reality to an abandoned warehouse where Biffy Clyro are set up to play inside a Perspex box.

The brand filmed a special performance of the Scottish rock band performing their new track, Flammable, with 360-degree cameras. Visitors to the Hypercube will be able to view the gig from all angles, and – if necessary – almost ‘feel the sweat flying off the trio’.

Devised by Iris, The VR video experience will tour Boardmasters, Glasgow Summer Sessions and Bestival festivals throughout August and September. It is the brainchild of Samsung creative director Ross Cairns, who commented: ““This project was born out of a desire to bring the best parts of live music to an audience so people can feel closer to the band than ever before. Biffy were the perfect partners for this.

“From inception, we focused on marrying music and technology to appear effortlessly synchronised. We’re delighted to bring the wonders of virtual reality to a generation of music fans in a way that allow them to experience the extraordinary. As a brand, we will continue to push the boundaries of what’s possible, merging virtual reality with the real world.”

Earlier this year, Samsung brought indie group Years & Years to VR life with a preview of their European tour. The brand performed four songs that were filmed by 360-degree cameras; the footage was then added to Samsung’s YouTube and Facebook pages, as well as the Oculus store.

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Katie Deighton

Katie Deighton is The Drum’s senior reporter for creative and video, based in London. She produces, films, presents and edits the title’s editorial video output, including series such as Anatomy of an Ad, Creative Pursuits and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing.

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