A device may receive identification information associated with a user. The device may determine user information based on the identification information associated with the user. The device may select a particular virtual reality user environment for providing content. The virtual reality user environment may be associated with a virtual store. The virtual reality user environment may include an interactive component. The device may generate a customized virtual reality user environment based on the particular virtual reality user environment and the user information. The customized virtual reality user environment may include access to content selected based on the user information. The device may provide access to the customized virtual reality user environment for display.