The Italian furniture brand Natuzzi has embarked on what it calls "a new era of advanced, white-glove customer service" by launching a virtual-reality shopping experience. The brand's Augmented Store is part of its New York City Madison Avenue showroom. It enables customers to enter a digitally rendered version of their own home in virtual reality and decorate it with Natuzzi pieces.

Customers wear Microsoft's HoloLens 2 headset to interact with the environment, move products around, and change patterns and colours. "It gives them a sense of place and mood that's almost as real as a physical furniture display, and the experience helps them form an emotional connection to their choices," creative director Pasquale Junior Natuzzi told Dezeen.