NEW YORK: Modsy, an interior design app letting users digitally explore what furniture will look like in their homes prior to purchase, is positioning itself at a "step before" virtual reality (VR) in anticipation of this technology moving towards the mainstream.

Shanna Tellerman, Co-Founder/CEO at Modsy – which currently provides users with photographs and a 360-degree representation of what rooms would look like after a makeover – discussed this topic at TechCrunch Disrupt NY 2016.

"The step before – which is maybe not quite VR, but leading into VR – I think is where we sit. There's a lot of interesting potential companies that could take advantage of it once it's on the market," she said. (For more, including tips on how ads might work in VR, read Warc's exclusive report: Modsy brings digital disruption to home décor.)

While optimistic about the possibilities of virtual reality, Tellerman suggested it will take time, and more user-friendly hardware, to bring this channel into wider circulation.

"The reality is that most of the consumers who need that kind of help today, they don't have VR … in the living room quite yet," she said.

In the meantime, Modsy's emphasis on 360-degree room renderings that consumers can navigate on devices such as smartphones and tablets constitutes an effective starting point.

"With Modsy, we're trying to bridge that gap," Tellerman said. "We're building out 3D models of every space, 3D models of furniture.

"We're designing every home as an asset in a way that when VR hits in the mainstream consumer's home, we can take advantage of it. Until that inflection point, we're not quite ready."

Modsy already offers an enhanced form of utility for consumers, and virtual reality could help shift its home design service further towards being a source of pleasure and entertainment.

"I'm very excited about the future of VR," Tellerman said. "It's not in the hands of every consumer today. So we're waiting for that tipping point to happen.

"I think the presence that you get when you're able to actually be in a space and see a space – and, for me, the ability to visualize something while you're standing there: see it on your walls, see it on your floor – is like a fantastic promise."

Data sourced from Warc