
How do you shop in virtual reality? That was the question staring down Steven Brennen at the beginning of the year. Brennen is eBay Australia’s senior director of marketing and retail innovation and his company had decided to partner with Myer, Australia’s largest department store, to create a world-first shopping experience in VR. “When we first started, we imagined a virtual world that looked a lot like a real, traditional department store, with a concierge greeting you and guiding you through a grand glass lobby and showing you through all of the different sections,” he says. “But then we thought: hang on—why? Why are we limiting ourselves to what we know? What would it be like if we didn’t need walls, floors, or escalators to move through the experience? What would happen if we stopped telling customers which products fit together and they told us instead?”
















