One of the most recognized images in dance music is deadmau5's helmet. To be imitated but never duplicated, he's also known for an obsession with musical engineering and technology. Today, that infatuation has become a reality – or let's say, virtual reality – thanks to a collaboration with Absolut vodka. The team have created an interactive virtual reality gaming experience, one that will be celebrated at its launch at newly famed New York City nightclub Flash Factory on Wednesday, July 27th.
The venue boasts an impressively lineup each week, with house artists like MK and Chaim gracing its decks, but has never quite hosted an artist like this. Underneath the art deco decor will be that iconic mouse head, in honor of the latest trend in seeking next level virtual reality experiences. That same day, the Absolut deadmau5 app will be available for download in all major app stores.