This Temporary Activation Was Set Up at Milk Glass Co. in Toronto

By: Mishal Omar - Jan 13, 2017
References: milkglassco.tumblr & nowtoronto
Milk Glass Co. is an art gallery in Toronto that held North America's first ever virtual reality pop-up cinema space for the duration of two and a half months.

The space was launched by university students who founded VIVID, and curated a set of short films that were revealed in virtual reality at the pop-up. The films were shot using 360-degree cameras and were created for the purpose of providing viewers with a more experiential and immersive movie-going experience that normal theaters are currently unable to offer. While IMAX and 3D films attempt to engross viewers, virtual reality takes that experience to the next level.

This pop-up cinema space sets a new precedent for how brands can use technology to revitalize industries that have been left behind in the digital age.