M Eifler has been experimenting and creating stuff in VR pretty much every day and has been for years. I consider them a super creative pioneer and they really have an embodied sense of what works in VR. http://elevr.com/the-office-of-the-future/ It's the kind of mastery of a medium that comes from "serious play", where someone's not afraid to just explore new ideas for the sense of discovery. And they keep notes on what works and what doesn't. http://elevr.com/would-you-like-to-see-an-invisible-sculptur...

I wish basic research like this was funded to the hilt, and that VR designers actually read the results, just to see that they don't have to invent interaction design from scratch.