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Kraken Rum has just announced the arrival of the Shock Exchange – a horror-themed bar (The Beast Bar) being set up just in time for Halloween 2023.
The event will send punters into a spooky bar where the drink prices aren’t the only thing that is scary.
But before that, they’ll be thrown into an “immersive horror gauntlet” where they’ll try to survive the horrors that lurk within The Clerkenwell Catacombs.
The hook, though, is that during this adventure, guests will be linked up to a heart rate monitor, and their anxiety will be watched closely throughout the experience.
This is where it gets interesting: After attendees make it through the experience, their drink prices at the frightful bar will reflect how high their heart rates went during the ghastly occurrences.
This is the latest event in Kraken Rum’s annual Screamfest series.
Screamfest VII: Shock Exchange kicks off on October 26 and runs until October 28 this week, so fans ought to get their tickets right now while they can.
Tickets begin at just £10, so act fast as this event is likely to sell out very quickly.
If you think this is going to be an easy way to get cheap drinks, though: think again.
The immersive experience has been crafted by Kraken Rum in consultation with The Recreational Fear Lab.
This research unit is dedicated to “the scientific investigation of fear”. What’s more, it reportedly has “more scares per minute than the best horror movies and is designed with one aim in mind: raise heart rates”.
The Recreational Fear Lab’s Mathias Clasen said: “An increase in heart rate is among the most well-known physiological indicators of fear and research has identified a range of stimuli that reliably induces fear in the average person. It is this knowledge that hosts of Screamfest VII have used in an event designed to heighten fear, and, by extension, heart rate. Hearts don’t lie, even in the presence of masking smiles.”