AV on the Menu is a new series of articles that dive into the intersection of the culinary world and the AV industry. Whether it’s immersive dishes, projection-mapped tables, or digital menus, this series will not only have you drooling but learning about exciting new tech, too.  

When I lived in San Francisco, there was a clear delineation between old school and new school bars and restaurants. Some shunned smartphones while others required a QR code to access the menu. Although there is a certain charm to a bar that forbids technology and promotes genuine, social interaction, those places don’t make for interesting articles — on this site, at least!

Earlier this month, I covered the best AV experiences in New York City which included ARTECHOUSE, an immersive art experience. It uses state of the art technology to create multi-sensory exhibits that have featured partnerships with Pantone, the Society of Neuroscience, and the United Nations Foundation. There are also locations in Washington DC, Miami, and Houston, and it looks like a real treat if you happen to be near any of those cities.

So, how does this relate to AV on the Menu? Inside the locations of ARTECHOUSE NYC, DC, and Houston, a treasure exists in the form of XR Bar. Let’s dig into it!

Extended Reality: What to Know Before Attending XR Bar

First, let’s answer a basic question: What Is XR, anyway? XR, or the abbreviation for extended reality, is a term that encompasses the three different forms of computer-altered reality: virtual reality (VR), augmented reality (AR), and mixed reality (MR). Applications of extended reality have boomed in recent years, with industries like gaming, education, entertainment, and retail all finding ways to use XR technology to sell products or create more immersive experiences.

The benefits of including XR in an experience is clear: if people are fully immersed, they are less likely to walk out the door. Afterall, if you’re not enjoying a movie, you’re much less likely to walk out of an IMAX theater than a theater with a tiny screen and uncomfortable seating. If multiple senses are stimulated, you are more connected to whatever you're experiencing. That is why according to a report by Market.us, the Global Extended Reality (XR) Market is expected to be worth around 519.5 billion by 2032.

What is XR Bar?

That leads us to ARTECHOUSE, where the art and experience is not limited to the white walls of a gallery. XR Bar elevates the bar experience we know and (mostly) love, and combines it with cutting-edge technology. The tech is in the form of immersive art right there in the bar plus a designated AR app you can download on your smartphone.  When you purchase a ticket for the current exhibit, access to the XR Bar is included as a bonus.

XR Bar may appear to be like any other bar, but the experience is augmented when you open the app. When you scan your cocktail, you’re treated to animated visuals and effects that interact with the drink of your choosing. Some of the effects include floating elements, animations tied to specific parts of your drink, and fun color changes. Each drink has its own unique experience, but some allow you to change the look of the drink right from the app, or tap for animations and visual effects.

ARTECHOUSE Cocktail Menu: Which Drink Should You Choose?

It wouldn’t be AV on the Menu without hearing a little about what’s on the menu! First, let’s cover the prices. If you’re taking a trip to XR Bar whether in NYC, DC, or Houston, plan to spend a good amount of cash on the drink offerings. Trendy bars are expensive on their own, and with the added extended reality experience, it's far from a dive bar. Cocktails with alcohol at ARTECHOUSE New York will run you $17 each and mocktails cost $10. The DC and Houston locations are just slightly cheaper, but each bar includes six alcoholic choices that include their own unique extended reality art pieces. Beer and wine options vary by location, and only Houston offers two frozen drink options to help with that Texas heat.

As for which drinks sound the most interesting, NYC and Houston both offer cocktails with butterfly pea flower tea. If you’re not familiar, it’s an herbal tea commonly found in Southeast Asia with a vibrant color that changes based on its pH level. So, the tea will start out bright blue and turn more purple with the addition of citrus. It can also skew more red with floral additions, so any drink that includes the tea is usually a visual treat. At the DC location, the drink called “Bioluminescence” promises to be a showstopper based on the title alone, but if you’re a “cilantro tastes like soap” person, opt for a plain salt rim!

The Future of Extended Reality Bars

ARTECHOUSE is truly a trailblazer when it comes to introducing XR tech to the bar scene. XR in museums and entertainment venues is certainly more common than at the bar, but that doesn’t mean there isn’t a ton of potential. Here are some ways that XR might start popping up in the bar scene:

Interactive Menus

Many bars and restaurants have already turned to exclusively digital menus, but that doesn’t mean they have to be boring. If the same menu is just transformed from print to digital, establishments really aren’t taking advantage of what XR can offer. XR-enhanced menus can feature 3D visuals, interactive menu options including ingredient lists, allergens, and calorie information, and also in-menu suggestions on snack pairings to go with your drinks.

Immersive Environments

At bars with private booths, patrons can use an app to control the ambiance of their surroundings — from light colors and brightness to elaborate decor themes. One customer could be enjoying a tiki bar while the other is enjoying a Napa-themed wine tasting. There could also be environment options based on what time of day it is. So if you’re enjoying mimosas at brunch you might want to choose a nice sunny daytime vibe, and after 8pm the options might switch to include a neon-lit cityscape. The possibilities are endless and there’s tons of opportunities to get creative.

Personalization

Doesn’t everyone want the Cheers treatment? Well, maybe not everyone, but if you want a bar experience where at least the app knows your name, XR can add some personalization. When a customer opens the XR app for a bar, it could already know their preferred drink, how they like the decor, and even if they’re celebrating a special occasion. It might seem simple, but showering some balloons down somebody’s phone screen or adding some sparklers to their drink could make a birthday night out a little more special. An app could also offer personalized wait staff avatars, so if you want to be served a drink by Sam, Carla, Diane, or Woody (sticking with the Cheers reference here!) that is totally possible with XR.

Education

There is a ton of opportunity around adding educational elements to an XR Bar app. If you take the ARTECHOUSE cocktail menu, for example, the details I mentioned about butterfly pea flower could be a great interactive pop-up when you click through an ingredients list. If you hold your phone over a cocktail that includes unique liquors with an interesting backstory, maybe you get a link to a short, docu-style video. The more interactive Easter eggs you plant within the menu, the more likely customers will stick around to find all of them!

What do you think about the XR Bar experience? What other opportunities does XR present in the bar and restaurant space? Drop your thoughts in the comments below!

Image and video credit: ARTECHOUSE