Heineken Debuts IRL Metaverse Bar Where Everything Is Pixelated, Even Pints

Image courtesy of Heineken

Ever since the metaverse gripped the mainstream, virtual worlds have been trying hard—sometimes too hard—to mimic the real world. But has the real world tried to be the metaverse? Heineken says hold my beer.

Following the launch of its completely pointless brewery in the metaverse, the company is returning to the physical realm to open a “metaverse” bar. Yes, that sounds ridiculous, albeit pretty meta, but it’s meant to be that way.

Like the virtual brewery, the Heineken Silver IRL META-BAR is an elaborate mockery of the countless food and beverage businesses that are pouncing into the digital sphere to serve meals and drinks people can’t taste.

Beers are meant to be enjoyed in the real world, Heineken insists.

The drink-less bar, opening April 7 in Shoreditch, East London, is meant to promote the very real, ice-cold-brewed 4% ABV Heineken Silver. Since the lager technically launched in the metaverse this month, Heineken thought it deserved a more tangible welcome.

Once customers are inside the IRL metaverse bar, they will have to play the part and don low-quality gag VR headsets. They’ll also be served fake pixelated pints by staffers who will act as non-playable characters (NPCs).

Image courtesy of Heineken

Everything from the furniture to décor and even employees in this place will take on “a blocky, pixelated appearance inspired by the metaverse,” says the press release.

Image courtesy of Heineken

In exchange for their ephemeral participation, visitors will be led into an actual bar where they can enjoy the real deal. “They’ll be able to enjoy real beer and other experiences—like dancing and talking to other people—that are ‘B.A.R’, that’s ‘best appreciated real,” says Heineken.

Image courtesy of Heineken

Heineken Silver’s brand director Matt Saltzstein notes: “While the metaverse will undoubtedly bring many benefits to all our lives, a digital bar serving digital beer to digital avatars is a pale imitation of the real thing.”

“And when it comes to beer, nothing compares to the real thing: IRL really does beat URL, every time.”

The Heineken Silver IRL META-BAR will be open for one night only at Shoreditch’s Protein Studios. More details can be found here.

[via Heineken]