The Italian furniture brand Natuzzi is working on a brand new AR shopping experience.

The brand’s Augmented Store is part of its New York City Madison Avenue showroom. It allows clients to enter a carefully rendered adaptation of their own home in AR and furnish it with Natuzzi pieces.

Microsoft’s HoloLens 2 allows customers to interact with the space, move items around, and change textures and hues.

Natuzzi predicts that the Augmented Store will help diminish the brand’s closing ratio by a third.

Natuzzi’s Augmented Store incorporates another AR experience: clients can wear a headset at home to see furniture pieces virtually placed into their real home setting, allowing them to test and play with colors, dimensions, and textures of the pieces.