By Lisa Lacy

For two days, New York’s SoHo neighborhood, which is perhaps best known for prohibitively expensive real estate housing exclusive boutiques from prohibitively expensive designers, will host a VR pop-up from Taco Bell.

That’s right: The QSR brand is jumping on both the VR and pop-up bandwagons with the Taco Bell VR Arcade. And it’s not just nostalgia for a bygone era that has inspired the initiative, as is the case in, say, Chicago’s Saved By the Bell pop-up. Rather, the Taco Bell VR Arcade marks the extension of Taco Bell’s relationship with Sony Interactive Entertainment as they partner to Read full story ›

Source: The Drum