Ueberall teamed up with Refik Anadol Studio to create the interior design of the inaugural SoReal flagship store in the heart of Beijing. The objective was to orchestrate and dramatize the visitor experience transitioning from urban reality into virtual reality. Dissolving media into space and dissolving space into media was our key design strategy. We seamlessly embedded all media surfaces within mirror elements and used projection-mapping on circular semitransparent surfaces. Angular LED strips connect walls and ceiling, sending light impulses throughout the space. Visitors enter a kaleidoscopic environment forming dynamic transitions into the various VR worlds. We developed a visual language that celebrates the excitement of the revolutionary new VR medium while remaining content neural, allowing for changing entertainment programs and themes. To counterbalance the current VR technology’s focus on individual experiences that can have a somewhat isolating effect, creating opportunities for shared experiences was critical to the project's success.