Fancy a cocktail? You’d better hold your nerve! Immersive horror bar in London puts cutomers through an ‘arena of terror’ and prices the drinks based on their heart rate

• The Kraken Rum is opening an immersive horror bar with a spooky twist 
• Read More: Christmas themed immersive bar set to open in London next month 

Rum lovers will have the opportunity to enjoy their favourite spirit with a spooky twist ahead of Halloween – but they’ll need to hold their nerve.

The Kraken Rum is launching an immersive pop-up bar in London next weekend which will test customers’ steely reserve with some gruesome surprises – and the more frightened they get, the more their drinks will cost.

Screamfest VII: Shock Exchange, held in the Clerkenwell Catacombs, London, will require guests to wear heart rate monitors whilst navigating an immersive horror gauntlet before they reach the bar. 

The more a guest’s heart pounds, the more pounds they’ll have to fork out at the bar.

Running from 26-28 October, this immersive prelude to the bar has been designed by The Kraken in consultation with The Recreational Fear Lab: a research unit dedicated to the scientific investigation of fear. 

This Halloween , The Kraken Rum is opening an immersive horror bar, in London, where the prices of drinks are determined by visitors’ heart rates

Guests descending into this heart of darkness will find themselves in a twisted testing ground described as an ‘arena of terror’ which is designed to discover if they are brave enough to receive lower priced cocktails. 

Dark, suspenseful and heart-thumping-out-of-the-chest frightening, it has more scares per minute than the best horror movies and is designed with one aim in mind: raise heart rates.

Once through the gauntlet guests will find themselves in the relatively safe embrace of The Beast’s bar, where they’ll discover just how much they were able to control their heart rates – or not. 

Screamfest VII: Shock Exchange, held in the Clerkenwell Catacombs, London , will require guests to wear heart rate monitors whilst navigating an immersive horror gauntlet before they reach the bar

Running between from 26-28 October, this immersive prelude to the bar has been designed by The Kraken in consultation with The Recreational Fear Lab: a research unit dedicated to the scientific investigation of fear

Guests descending into this heart of darkness will find themselves in a twisted testing ground – an arena of terror designed to discover if they are brave enough to receive The Beast’s benevolence by way of lower priced cocktails

Those with lower heart rates will have their bravery compensated, while those who let fear take over will see their bill dramatically increased. 

Mathias Clasen from The Recreational Fear Lab 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.’

Tickets for Screamfest VII: Shock Exchange cost £10 and include a cocktail. 

All subsequent drinks will be priced in line with guests’ heart rates. But the price of cocktails is nothing to fear, racing hearts won’t pay more than £7 and resting hearts less than £3. 

Screamfest VII: Shock Exchange will also be available as a VR experience at bars in Glasgow, Birmingham and Leeds. 

Here, guests will put on heart rate monitors and VR headsets, which instantly transport them into the very same gauntlet of terror where The Beast will test their heart rates. 

After removing the headsets, Kraken fans will discover whether their hearts betrayed them and what prices they’ll pay for their evening’s cocktails.

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