Made.com has has launched its first virtual showroom in a curated apartment in Amsterdam.

Opened in late 2019 and located above its showroom in the heart of the Dutch capital, it features design-led furniture, lighting and home accessories from the brand’s latest collections.

However, customers are now invited to explore the apartment online, where they can click on a series of tags for individual stories behind products; from design details to inspiration and designer collaborations. A complementary audio guide, led by Made’s design director Ruth Wassermann, is also available as part of the virtual tour.

For a full virtual reality experience is available via the Google Cardboard headset, which shoppers can pick up for free from one of the seven Made showrooms across Europe. Alternatively, via an Instagram augmented reality filter, customers can look through a portal into the apartment, or switch to a selfie mode where they will be virtually placed inside the space to explore each room in 360 degrees.

Made’s chief creative officer Jo Jackson said: “What we have experienced globally this year has resulted in many brands like ours completely rethinking the way in which we present our products and engage with our customers.

“Digital technology has become more important than ever in helping us stay connected, and the pandemic has made us - as a digital first brand - work even harder to offer our audience something innovative and inspiring to experience,” she continued, adding: “Our virtual apartment enables us to maintain a dialogue with our customers across the globe, while introducing our brand to a much wider fanbase beyond what a physical space can offer.”

The retailer stated it is looking to explore further activations that blend physical and digital experiences in the coming months.

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