Attention kitchen lovers: There's a cool, new kitchen brand in town.

With gorgeous,modern kitchen islands (opens in new tab), chic kitchen handles (opens in new tab), snazzybrass taps (opens in new tab), clever kitchen storage (opens in new tab) including built-in wine storage (opens in new tab) options, super cool virtual reality technology to help pick the right kitchen, plus a seriously strong surface game, new kitchen shop Life (opens in new tab) is kind of a big deal.

Based in Waterloo, London, the Life (opens in new tab) showroomcombines stunning kitchen design with virtual-reality technology that allows customers to live and breathe their new kitchen, at the press of a button.

Don't believe us? We headed down and tried it for ourselves; we put on our headsets and were transported to a magical kitchen land, where we fumbled around opening virtual drawers and cabinets, and inspecting our dream kitchens inside and out.

But it's not all virtual – the kitchens are there in the flesh too, letting you run your fingers over the smooth marble worktops and shiny brass knobs.

In a nutshell? This is definitely one to add to your kitchen showrooms (opens in new tab) hit-list.

Life (opens in new tab)'s concept is around‘kitchens for living’ – kitchens that are thoughtfully built around the individual and how they live their life on a daily basis.

The showroom brings together a series of modern kitchen (opens in new tab) looks to start the decision-making process. The rest is up to the customer – though there are of course a fewspecialist kitchen designers to hold your hand through the process and help with mixing and matching doors, handles, work surfaces and appliances to create a beautiful bespoke scheme.

Fabulous knobs aside, one of the most stand-out featureof the new showroom is Life (opens in new tab)’s innovative 360 degree 4D virtual-reality theatre, which gives customers the chance to not only visualise their new kitchen, but fully immerse themselves in their chosen design.

The headset is available to everyone who visits the showroom, letting every Life customer to walk around their brand-new kitchen and analyse the all-important finishing touches before committing to their kitchen.

So instead ofbeing coerced into choosing an off-the-shelf kitchen design, you can create a bespoke kitchen on the spot and have it brought to life right in front of your eyes through the virtual-reality headset.

Lotte is the Digital Editor for Livingetc, and has been with the website since its launch. She has a background in online journalism and writing for SEO, with previous editor roles at Good Living, Good Housekeeping, Country & Townhouse, and BBC Good Food among others, as well as her own successful interiors blog. When she's not busy writing or tracking analytics, she's doing up houses, two of which have features in interior design magazines. She's just finished doing up her house in Wimbledon, and is eyeing up Bath for her next project.