One Plus, the Chinese smartphone start-up, is striking out to differentiate itself from rivals with the launch of its latest smartphone, the One Plus 3, in a virtual reality store.

Agency Digitas LBi Nordics created a VR experience titled "The Loop," set in what's meant to be an orbiting space station. Using a VR headset, potential customers are welcomed on board the OnePlus office of the future -- a spacecraft called The Loop.

While on board, visitors receive a tour of the spacecraft and an introduction to the OnePlus 3. They can explore key features of the OnePlus 3, watch 360-degree videos and animations and even order the smartphone from inside the VR experience.

In fact, for the first 2.5 hours after its launch yesterday, the OnePlus 3 could only be ordered from inside The Loop. (The company sent 30,000 users its own Loop VR headsets for free ahead of the launch). The experience can be downloaded from Google Play, with an iTunes version coming soon.