Made, which primarily sells online but has seven showrooms, is hosting the new digital venture from an apartment above its Amsterdam branch.

Shoppers can visit and explore the apartment online, clicking to discover the “individual stories” of aspects of products such as detailing or the designers behind them.

The apartment can also be experienced using a Google Cardboard virtual reality viewer, or on Instagram using a “special augmented reality filter” that enables consumers to place themselves in the apartment and walk through it in 360º.

Made 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.”