Breo - what the heck is that?

When we were in Beijing this month we stumbled upon a hmd stand or something.
HMD stands for head mounted display by the way. But I wasn´t sure in this case.
Because I couldn´t actually find out what these "Breo" things are really for, I definitely had to try that out.

Few moments later I could find myself on one of the chairs wearing a Breo.
But I didn´t see funny pictures at all, it was just a kind of head massage thing with no display inside.
And in fact it was rather painful, as the girl strapped it way to tight on my head.
After surviving these five toturous minutes I could hardly walk straight forward anymore to get away. Ouch.