Ikea is piloting a virtual reality application that enables consumers equipped with HTC Vive headsets to explore virtual kitchen environments.

The Ikea VR Experience app, developed in collaboration with French company Allegorithmic, lets consumers explore three life-size kitchen settings, giving them the flexibility to change cabinet and drawer colors. Users also may stretch or shrink themselves to approximate the perspective of an adult or child.

The app, launching on the Steam gaming platform, is designed to solicit consumer feedback on the possible implications of VR technology for the home. Ikea now joins the ranks of retailers using VR, but it's no newcomer to AR technology. The Swedish home furnishing giant in 2013 rolled out AR capabilities to its mobile app, allowing shoppers to virtually "place" furniture in their home to determine how an item might fit.