One of the most difficult things to do when we lose the flat rectangles of film is to tell people where to put their eyes. In film it's easy—just point the camera in that direction. Yet, when the camera is pointing in every direction, the content has to dictate where the eye moves. Masters of cinema already accomplish this within their frame, but within the VR orb the challenge is greater and more necessary.
Spence uses the Rube Goldberg Machine trope to guide the audience through a complete 360 degrees. It doesn't matter if they're spinning around in an office chair or bumping into stuff with their VR headsets, that's the magic of virtual reality.
See the full post here: http://thecreatorsproject.vice.com/blog/a-rube-goldberg-machine-reveals-the-secret-to-virtual-reality