This study investigates how virtual exhibitions impact furniture e-commerce through a case study of Oh! dinary—a new designer brand offering modern furniture and home décor. We compare user experiences across the brand’s screen-VR virtual showroom, traditional website, and Instagram presence, examining how spatial visualization affects engagement and purchase intent. Our mixed-method approach combines platform analytics with user interviews and screen-recording observations layered with eye movements data. Results show that Oh! dinary’s virtual showroom delivers more attention engagement experiences, generating higher interaction rates and purchase confidence than conventional platforms. Participants reported enhanced perception of product volume, scale and design details in the virtual showroom. This research demonstrates how virtual exhibitions help emerging designer brands overcome digital retail barriers while establishing distinctive market presence through enhanced spatial context and brand storytelling.