Virtual reality is a gateway to powerful experiences. Strap on a pair of VR goggles, look around, and the scene you see will adjust, in real time, to match your gaze. But the technology is a visual one. Virtual reality doesn’t include touch, although there are controllers that provide “hand presence,” allowing you to manipulate objects in the virtual world, or shoot a simulated gun. So while VR today could simulate a Westworld -like setting, you’re not going to be actually feeling the hug of a cowboy-robot on your body while using any of the major platforms—at least not for a while.

The Force Jacket, a garment from Disney Research, aims to address that gap. Made out of a converted life jacket, the prototype uses embedded airbags that inflate, deflate, or even vibrate to literally give its wearer a feeling of being touched. When coupled with VR software, the setup can simulate something bizarre—a snake slithering on you—or more pedestrian: getting hit by a snowball. In brief, the sensation of touch you feel on your actual body can match what you see in a virtual one. (The device is the result of a research project, so these lifejacket-garments aren’t exactly on sale on Amazon. It’s also not the first research to focus on incorporating haptics into VR.)

“If you’ve experienced virtual reality or augmented reality, it’s largely based in this immersive visual world,” says Alexandra Delazio, the lead researcher on the jacket project and currently a research engineer at the University of Pittsburgh, where she works on technology for people with disabilities. “The real world is not just visual—it’s full of force and pressure-based interaction.” The goal of the jacket is to bring that sense of touch to the virtual world, or maybe even offer a way for someone far away to give you a hug.

Four virtual reality (VR) veterans from Discovery Digital, Oculus Story Studio and Lightshed officially launched their new company out of stealth mode in San Francisco this week. Dubbed Tomorrow Never Knows, the new studio aims to use virtual and augmented reality as well as other emerging technologies including artificial intelligence for groundbreaking storytelling projects, said co-founder and CEO Nathan Brown in an interview with Variety this week.

“The thesis behind the company is to consistently violate the limits of storytelling, forcing the creation of new tools, methodologies and workflow and to do this intentionally so we create original creative and technology IP,” he said.

Before founding Tomorrow Never Knows, Brown co-founded Discovery VR, which has become one of the most ambitious network-backed VR outlets. Also hailing from Discovery VR is Tomorrow Never Knows co-founder Tom Lofthouse. They are joined by Gabo Arora, whose previous work as the founder of Lightshed included VR documentaries like “Clouds Over Sidra” and “Waves of Grace,” as well as Oculus Story Studio co-founder Sachka Unseld, the director of the Emmy Award-winning VR animation short “Henry” and the Emmy-nominated VR film “Dear Angelica.”