Lube, Italian brand of kitchens, presented an innovative experience launched at its stand during the last edition of Eurocucina. It was created the first Lube virtual showroom, realized in collaboration with the “E. Vittoria” School of Architecture and Design of Unicam. A virtual experience created using the Head Mounted Display (HMD) technology of Oculus Rift, which allows the user to move around inside a 3D kitchen and interact with the surroundings. Lube Group is aware that virtual reality is developing rapidly and is destined to form an integral part of everyday life. HMD technology offers an infinite range of possibilities for use in allowing customers to test finishes, accessories and details before they decide to purchase, or to view the kitchen plan with new perspectives. The Lube virtual showroom is part of the “Environment Interaction and Multisensory Virtual Reality” project, created with the aim of studying interaction between the individual and the environment by reproducing actual and virtual kitchen environments. A research group formed of sector experts has developed a hardware and software system for processing an application which offers a full-immersion perceptive experience inside a digital reconstruction of Lube kitchens, specially optimised for this viewing mode.