Performance system builder Overclockers UK will become the first retailer in the UK to open a dedicated virtual reality experience zone featuring the HTC Vive, according to rumours.
PCR understands that the etailer will be adding a permanent 20 square metre extension onto its current physical retail store in Newcastle-under-Lyme.
According to senior sources in the UK tech channel, the space - measuring five metres by four metres - will allow customers to experience room-scale virtual reality and walk around for a more immersive experience, rather than sit down and try out VR more passively.
The idea is to allow customers to try out virtual reality for themselves and in turn drive sales of PC systems and upgrades.
Customers will apparently be able to pre-book a session and come along and try out the HTC Vive headset.
The VR experience zone will likely be similar to Intel's showroom at Intel Extreme Masters last weekend (pictured), where attendees were able to walk around a room and try out various virtual reality experiences whilst wearing the Vive headset.
The rival Oculus Rift VR headset will arrive later this month priced at £500, though PCR understands that Oculus is not focusing on channel sales. The firm told PCR that it is 'not yet revealing' if or when it will work with channel partners.
Last year, Overclockers teamed up with HyperX to open a pop-up shop in London for a limited time. It also partnered with GAME to sell OCUK systems in some GAME stores.