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Whoa... We've all seen the so-called "Droste effect" in action—an image that contains itself, so it becomes a photo, in a photo, in a photo, etc. But now you get to look out from inside one! Turns out, it's just as trippy as it sounds.

A mis-named marketing gimmick is bringing together 360° photos and ... beer? Yep. Beck's beer has launched a special edition bottle that comes complete with a "CapCam," a 360° lens you can pop off and attach to your smartphone.

Getty Images, one of the largest stock photo agencies in the world and the official photo agency of the International Olympic Committee, is preparing for Rio by embracing the role of virtual reality in photography's future.

For the recent "New York Issue" of The New York Times Magazine, mountaineer and Nat Geo photographer Jimmy Chin was sent to the top of the tallest point in New York City: the One World Trade Center's spire. And this vertigo-inducing 360° video lets you join him up there.

360° video and virtual reality headsets have made it possible to experience situations you would never in a thousand years want to see first-hand, and high on that list is driving up to or getting steamrolled by a powerful tornado.

Your panoramas, photo spheres, and 360° photos will soon feel much more comfortable on Facebook's news feed. The social network announced earlier today that it will let you upload and view 360-degree photos on Facebook for mobile and Web in the next few weeks.

This is pretty cool. 360° video and photography is all the rage, but while Virtual Reality might be the main way you can experience these photos, a company called Scandy lets you hold them in your hand through the magic of 3D printing.

There are some interesting 360° camera rigs out there, but not a one of them was designed with grizzly bear and jaguar attacks in mind... until now. Meet the Condition One VR 'Bison,' a super tough 360° 3D camera rig worthy of its hefty name.

GoPro may have just introduced their own 360° video solution, but they're not the only dog in this fight. The tiny little Orah 4i camera by VideoStitch is a more portable, easier to use 4K 360° solution that does something more: it can live-stream the VR quality footage it's capturing.

VR is growing fast, and companies like GoPro don't want to be left in the dust. A single GoPro can't shoot 360° video, and so far multi-GoPro 360° rigs are all third party. Well, no more. Today we get to meet the Omni: GoPro's official VR camera rig.

Back in May, Washington D.C.-based fashion photographer Ben Scott did an outdoor shoot featuring two models and a 1966 Corvette convertible. LEVR Studios was on hand with a 360-degree camera rig, resulting in the interactive behind-the-scenes video seen above. There are clips from different moments in the shoot, and you can move around in the scene to look in any direction you wish while the shoot unfolds.

Red Bull is known for its clever advertising and incredible collection of sponsored adrenaline junkies. So, to make the most of both of these assets, the company recently decided to pair up with wind surfer Jason Polakow to create one of the most intense and immersive ‘tiny planet’ videos you've probably ever seen.

We’ve shared some interesting cameras in the past, but Blocks Camera's new creation has to be one of the most unusual form factors we’ve ever laid eyes on.

The camera is called the Blocks+, and its modular design lets you to swap in-and-out components, called ‘blocks,’ to allow for an almost endless array of photographic and video options -- from 3D to 360º photography.

Today, at its 2014 Developer Conference, Samsung unveiled Project Beyond: a camera capable of capturing true 3D video in a full 360-degrees. The saucer-shaped design captures a gigapixel of 3D footage every single second! Which sets the stage for Samsung’s endeavors to make virtual reality more realistic than ever.

Earlier today, Ricoh announced the Theta M15: the second iteration of its dual-lens 360º camera that first arrived last March. And while this update doesn’t add much to version 2.0 of Ricoh's Theta lineup, the new camera does bring a few key features to the table.

This little device is the 360fly: a waterproof WiFi and Bluetooth-equipped action camera with an optical claim to fame. You see, its 360º horizontal and 240 degree vertical fisheye lens is, according to creators EyeSee360, the widest on the market.

The accessories available for GoPro cameras are as diverse as the adventures people take them on. But while most at least opt for subtlety, Rhino accessories makes its presence known, both in name and aesthetics.

When imaging company Kogeto created Dot -- a clever little system that gave the iPhone 4 360º panoramic video -- little did the general public know that this was merely a stepping stone towards what they really wanted to create. Three years later, they’ve finally let the panoramic cat out of the bag.

It’s called Joey, and it’s a professional-grade 360° 4K video capture device with a seemingly endless list uses.

Dubai 360, a website that will soon allow you to explore the city of Dubai using 4K interactive 360º views, has released the first teaser of what’s to come. The teaser was captured at the Dubai International Airport and shows what over 1,000 planes entering and leaving terminal 3 over the course of 24 hours looks like... little planet style.

Google’s Photo Sphere has been one of the glowing capabilities of Android phones since its release just over a year ago, but the reign of exclusivity is now over for the Android faithful. As of earlier today, Google has officially brought its Photo Sphere capabilities to iOS though the Photo Sphere Camera app.

Outdoor brand Mammut recently teamed up with avid climbers Dani Arnold and Stephan Siegrist to document and create an incredible interactive 360º climb up the side of Eiger: a 13,000-foot tall mountain in the Alps.

The 360 GoPro rig video is nothing new, but most of the time it's used to create footage that is likely to induce vomiting... or at the very least a minor headache. Wild Child's new music video for the song 'Rillo Talk' is different.

Created by director Aaron Brown, the video uses the little planet effect to fluidly transition between dreamy, psychedelic scenes that perfectly match the song's feel.

We've seen both night sky and 360º time-lapses before, but we hadn't ever run across an amalgamation of the two until earlier this week when we received an email from photographer Vincent Brady.

If you enjoy your adrenaline mixed with a little bit of nausea, the above video is probably right up your alley.

Created by photographer Ignacio Ferrando, the video was made by rigging together six GoPro cameras then using the video-stitching software VideoStitch to produce a stomach-turning adventure: a little planet-style roller coaster ride.

In the never-ending chase to create the most unique camera around, San Francisco-based Centr Camera Inc. has launched a Kickstarter for a new style of camera. Called Centr, this 360º, 60fps, 4K-resolution panoramic camera will allow you to capture incredible footage all around you, in a device roughly the size of a hockey puck.

Inspired by the 360º panoramic images that turn the world around us into a little planet of its own, German photographer Jonas Ginter wanted to step it up. And so he decided to use video rather than just a still image.

There seems to be a growing desire among the networks to give sports fans the absolute best angle of the action when they're watching a game on TV, but what angle is that?

Sunday Night Football is tackling the problem by giving fans every angle with the newly installed FreeD system, but researchers at the Fraunhofer Institute are taking a different approach. With their new OmniCam360, they intend to give you both 360° views as well as the ability to choose whatever angle you like best.

We've featured the work of Eric Paré, Patrick Rochon and Timecode Lab before. Using a 24 DSLR fully circular bullet time rig developed by Rochon, Paré and Timecode put together some really cool light-painting projects. One of these was LightSpin: an art project that captured dancers using an awe-inspiring combination of light painting, bullet time and stop motion.

In the past we had only a few behind the scenes details to share with you. Fortunately, Paré recently decided to release the 8 minute "documentary" above in order to explain exactly what all goes into shooting his creations.

This experimental video shows what you get when you combine dancers, light-painting, stop-motion, and a 360-degree camera rig. It's like eye-popping popping that's the product of cameras rather than extremely skilled dancing.

Want to explore famous New York City locations without leaving the comfort of your chair? Check out photographer Nuno Madeira's New York City 360 project. It's like browsing Google Street View panorama photographs on steroids.

We've been seeing more and more of this concept lately, but this one is still nicely done: Springfield, Missouri-based photographer Kent Frost created this 6.5-minute recap of his life in 2012 using one second of footage recorded each day. It's titled, "Just a Second."

Last week we shared a guest post by photographer Martin Legeer on how he built a Matrix-style bullet-time camera rig using 50 Canon DSLRs. Shortly afterward, Greek photographer Theodoros Tziatzios of Real Creations sent an email telling us about his own camera rig projects, which use double the number of cameras.

That's right: a camera rig with 100 cameras for extremely smooth 360-degree views of subjects that freeze time and space.

For their project 24x360, Patrick Rochon, Timecode Lab, and Eric Paré combined a 360-degree "bullet time" rig with light painting and produced some pretty sweet results. The short teaser above shows some of the pieces they created.

Back in 2011, it was discovered that iPhones, iPods, and iPads running iOS 5 had a hidden panorama feature that was built into the operating system but not ordinarily available through the devices. Methods were discovered for unlocking the feature, which we all assumed was simply a half-baked feature that wasn't ready for release at the time.

It seems that Apple engineers have been busy polishing the feature in the 10 months since then, as the panorama feature was announced yesterday at the iPhone 5's unveiling. For those of you who are content with your iOS 5 device, here's some good news for you: iPhone 4S users will get the new panorama mode as well when iOS 6 is rolled out on September 19th, 2012.

Angel Falls is the world's highest waterfall as well as the inspiration for Paradise Falls in the Pixar film Up. Unless you're planning on visiting the falls in the heart of Venezuela in person, the next best thing might be this stunning series of 360° aerial panoramas recently captured by photographer Dmitry Moiseenko over two days from a helicopter. Pan around, zoom into the scene, and become immersed in the otherworldly landscapes found at Angel Falls.

Want to made giant prints of your tiny phone photos? Instead of doing the enlargement purely with Photoshop, …

Check out this incredible 360-degree video by northStudio360, titled "The Nimmo Bay Experience". They attached the camera(s) to the bottom of a helicopter, and flew through some incredibly beautiful landscapes. Simply click and drag to move the camera's direction.

Canon is showing off all sorts of crazy hardware at Canon Expo 2010 …

This contraption is essentially a glorified egg timer with a tripod screw designed to allow for easy 360 degree time lapse images. The Camalapse, designed by video gear rental and retailer Camarush, slowly rotates in a full circle. If paired with a camera's time-lapse feature, it can allow for pretty seamless, panning 360 degree time-lapse over an hour. You can also stitch resulting time-lapse photos together to make a 360 degree panoramic.