Whether it is for evolution, competitiveness or problem solving, innovation is necessary to a company’s survival. Thus, it is essential to understand this process and what affect them to improve innovation. In this paper we focus on the ideation steps (generating ideas and proposing new concepts). We developed an experimental protocol in Virtual Reality, as it has been demonstrated to be a useful medium for creativity. We conducted the experiment following two conditions, one with an induction of stress and one without, to evaluate the effect of stress on the level of creativity. The levels of stress, creativity and physiological signals have been monitored. Our early results did not show significant differences between the two groups, however, as supported by previous studies, we have successfully used the Empatica E4 physiological wearable in our experimental context and observed a general rise in electro-dermal activity (EDA) among our participants. We suggest that our experiment was able to elicit an emotional response in our participants that is observable in the physiological data. This preliminary study will help us shape the next steps of our research on the understanding of the creativity experience depending on different parameters.