European design brand MADE.COM has launched its first virtual, see-now-buy-now experience, showcasing its new AW20 collections in a curated apartment in Amsterdam.

Opened in late 2019 and located above the MADE showroom in the heart of the Dutch capital, the 80m2 apartment has been beautifully furnished with a host of design-led furniture, lighting and home accessories from the brand’s latest collections.

Customers and the general public from around the world are invited to explore The Apartment online and discover MADE’s AW20 pieces from the comfort of their home. The interactive showcase spreads across four rooms presenting three key trends which include: Nordic Move On (living and dining rooms), The New Soft (lounge), and Luxe Maximalist (double bedroom).

As viewers move through the virtual space, they can click on a series of tags for individual stories behind MADE’s products; from design details to inspiration and designer collaborations. A complimentary audio guide, led by MADE’s Design Director, Ruth Wassermann, is also available as part of the virtual tour. What’s more, viewers can shop the new AW20 pieces which go on sale as of today (23 October 2020).

For a full virtual reality experience, MADE’s fans can pick up a Google Cardboard for free from one of the seven MADE showrooms across Europe, and transport themselves to The Apartment in an instant.

In a historic building dating back to the 19th Century, the MADE Amsterdam Apartment retains the original high ceilings and sash windows favoured in the city’s architecture, offering an authentic experience of urban living. Featuring arched doorways, stained glass partitions and hardwood floors, the space is warm and welcoming with a strong modern design aesthetic.

Alternatively, on Instagram via a special augmented reality filter, fans 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.

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.

“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. For us, this is the start of something new and exciting, and we look to explore further activations that blend physical and digital experiences in the coming months.”

The MADE AW20 collections are now on sale. The virtual tour of the Amsterdam Apartment is live until 24 November 2020, with free Google Cardboards available at MADE’s showrooms across Europe – on a first come, first served basis, and while stocks last.