Amsterdam – Homeware company Made.com is launching its first phygital showroom, bringing together VR and audio guides for a multimedia shopping experience.
Set up as a ‘virtual apartment’ in Amsterdam, the shoppable VR experience spans four rooms filled with the brand's latest products. The space invites shoppers to move freely around the rooms, clicking on items such as bed frames and lighting for more information. A complementary audio guide led by Made's design director Ruth Wassermann is also available, sharing product stories and inspiration.
Originally opened as a physical shopping space for 2019, the Amsterdam-based concept has been replicated in the virtual realm to allow shoppers to connect with the brand and space remotely. Jo Jackson, chief creative officer at Made, explains : 'Our virtual apartment enables us to maintain a dialogue with our customers across the globe, while introducing our brand to a much wider fan base beyond what a physical space can offer.’
With increasing demand for phygital retail touchpoints amid global lockdowns, brands such as Made are innovating to connect with consumers in the virtual realm.