Queen lead guitarist, astrophysicist and lifelong stereoscopics obsessive Brian May has released his own virtual reality device – a handheld, smartphone-based VR headset called the Owl VR.
May is the founder of the London Stereoscopic Company, a business venture selling modernised Victorian-era stereoscopes and viewing cards.
There's a certain quirk factor about the Owl beyond its inventor, though.
It doesn't surround the eyes, meaning that while ambient light can spoil the view the lights were turned off during the demonstration to optimise the experience – a 3D, cartoon music video of Queen's Bohemian Rhapsody , viewers can still access their phones controls without fiddling around with openings and flaps.
What looks like a large fridge magnet holds the phone in place but this simple solution has a long-term drawback – the adhesive will wear out easily if transferred between phones.
The Owl will cost £25 when it launches next month, although compared to the £15 Cardboard, it's pretty flamboyant.