Working within the framework of the superfluid vacuum approach to quantum gravity, we reflect on the era preceding the inflationary epoch. We conjecture that the newly formed background was a many-body system in a quantum superposition of its states, which created the primordial multiverse with statistically uncertain spacetime geometry. Then, at some stage, measurement occurred, probably the first one ever, which broke the superposition, akin to the Schrodinger's cat thought experiment, and reduced this multiverse to one state, the Universe. We demonstrate that this measurement can be viewed as the transfer of quantum information of a Shannon type, which leads to the occurrence of logarithmic nonlinearity in evolution equations. The background condensate thus became the logarithmic liquid and superfluid; it formed what we call now the physical vacuum. After that, the Universe entered the dilaton-driven inflationary epoch followed by the contemporary 'dark energy' period driven by a combination of the quintessence and phantom fields non-minimally coupled to each other. These three scalar fields are shown to be projections of superfluid vacuum density and its fluctuations.