Crate & Barrel launches its 1st virtual store

Concept created in partnership with e-commerce platform Obsess takes form of retailer’s flagship store in Flatiron neighborhood

NEW YORK —  Crate & Barrel has launched what it has described as its first immersive virtual store in partnership with experiential e-commerce platform Obsess.

The fully shoppable virtual environment takes the form of Crate & Barrel’s new flagship location in New York City’s Flatiron neighborhood, which opened Nov. 16 at 881 Broadway.

The companies said that the virtual store is among the largest fully 3D-rendered spaces that Obsess has created to date, offering more than 450 products and eight interactive room environments, including separate dining, kitchen, living room, botanical shop and Crate & Kids areas. At the virtual store’s Design Desk, customers can use free design and trade services with Crate & Barrel’s design experts to bring their vision to life through collaborative conversations and technology. For example, animations and interactive personalization tools allow customers to visualize their own sofa and living room set and build their own bouquet using the brand’s selection of vases and botanicals. Customers can schedule a free appointment in-store, virtually, or in their home to get industry-leading service as they explore walls of swatches, light fixtures, tableware, botanicals and more.

“Our virtual store in partnership with Obsess is a first-of-its-kind for us as a brand, and we’re looking forward to helping our online global customers envision and experience our new physical flagship in NYC,” said Sebastian Brauer, senior vice president of product design, visual and head of Web 3.0 Crate & Barrel. “We want to help our customers dream up their perfect space wherever they are, and this interactive tour allows them to find everything from tableware to furniture, lighting, décor and more.”

Visitors to the virtual store will experience a photorealistic, 360-degree re-creation of Crate & Barrel’s new flagship store at 881 Broadway, a circa-1868 building once known as the Palace of Trade. The space features preserved neoclassical columns and an original volcanic ash tile wall that pays homage to the energy and dynamics of the city’s present and future.

“We’re thrilled to partner with Crate & Barrel on this launch and give its online customers, and especially those not based in New York City, an immersive way to discover and shop for products offered in the brand’s new flagship store,” said Neha Singh, founder and chief executive officer of Obsess. “The virtual store is designed to inspire customers to create their own dream spaces. Every element and product in the environment is available for purchase, giving online customers a very sensory-rich, lifelike shopping experience.”

To experience the virtual store, please visit

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