Although 2016 was touted to be the year of VR, with the likes of Sony and HTC launching powerful devices, the tech proved too expensive for mainstream audiences. Seeking to make virtual worlds more accessible is the Oculus Go, an affordable headset that doesn’t need a high-end computer to operate.

Virtual reality has struggled to find its foothold in everyday use, but VR Concept in the UK thinks it’s found the perfect setting in which VR can be enjoyed: the pub. VR is often viewed as an isolating and expensive experience, but placing it in an everyday setting could help normalise the tech.

Droga5’s spot for Christie’s promotes Leonardo DaVinci’s painting, the Salvator Mundi, without actually featuring the painting. Instead of focusing on the famous artwork, the ad hones in on people’s reactions to the painting, tapping into the emotive power of art, rather than intellectualising it.

Expensive headsets and a lack of mainstream exposure mean that virtual reality is still very much a niche interest in most countries. But in China, VR cafés run by Shenzhen-based start-up Emax are turning this emerging technology into everyday entertainment with a social side.