Apotek Hjartat bills itself as the first pharmacy in the world, but the company's new app, called 'Happy Place,' proves that it isn't moored in the past. Happy Place is a VR experience designed to help people cope with pain by distracting them from whatever it is that might be causing them pain or discomfort in the first place.
According to the pharmacy, multiple independent studies have shown that the subjective experience of physical pain can be greatly reduced if one's focus is distracted from that pain. Since VR is so immersive, it is a logical medium to explore for this sort of brain trickery.
Happy Place is a soothing virtual world. Set outdoors, it allows users to interact with the environment through rippling water, gentle rain, and shimmering rainbows.