Immersive Halloween pop up bases drink price on heart rate

A terrifying immersive experience popping up in London for Halloween will base drink prices on individual heart rates.

Screamfest VII: Shock Exchange will pop up in the Clerkenwell Catacombs for Halloween, and when it does, it will have a novel way of determining drink prices.

The immersive pop up will base drink prices on heart rates (Image: Kraken Rum)

Punters visiting the immersive horror bar, which has been created by Kraken Rum, will have to navigate an “immersive horror gauntlet” before they reach the bar, The Beast.

This gauntlet has been developed in collaboration with the Recreational Fear Lab, a Danish organisation affiliated with Aarhus University that researches the conditions which make fear fun, social and inherently meaningful.

This means, the pre-bar tunnel of horror that is as “dark as The Beast’s soul” has been scientifically designed to make hearts pound and test resilience, and as guests will have to pop on a heart monitor before entering, there’s no way to bluff whether you were scared or not.

Punters must navigate a terrifying gauntlet before they reach the bar (Image: Kraken Rum)

Once at the bar, the price of your drink is based on your heart rate – the faster your heart pounds, the more pounds you fork out for your drink, which basically is a fear tax that rewards bravery and discriminates against people who like a good scare.

Drink prices however will range from £3 to £7, so even if the gauntlet terrifies you, the cost of your drink won’t.

Screamfest VII: Shock Exchange will open at The Clerkenwell Catacombs from October 26-28, from 5pm to 9.30pm. Tickets are £10 and on sale now.

The gauntlet has been developed in collaboration with the Recreational Fear Lab (Image: Kraken Rum)

A virtual reality Screamfest VII will also take place, for those thrill seekers who aren’t able to make it to the catacombs.

Find The Clerkenwell Catacombs at  2 Sans Walk, Clerkenwell, EC1R 0LT and book tickets here universe.com