This innovation enables designers to interact with phygital prototypes that seamlessly blend physical and digital elements, facilitating interactive, immersive, and collaborative design. With WOW, it is possible to instantly alter the appearance, materials, and functional features of prototypes, supporting natural ergonomic assessments, tactile interactions, and immediate visual and functional simulations from the early stages. Unlike many AR and ICT solutions, WOW does not require external devices like headsets or controllers, allowing for a smooth and barrier-free design experience.
Cloud integration enables agile collaboration among distributed teams and precise tracking of every change, thereby lowering operating costs and enhancing the overall efficiency of the development process. Patented object recognition technology and the use of affordable commercial hardware, supported by advanced artificial intelligence algorithms, make WOW easily scalable for large industrial applications.
WoW technology is based on Spatial Augmented Reality (SAR), an innovative and unique approach that enhances physical reality with projected digital content without headsets or smartphones. Thanks to a patented tracking solution optimized with artificial intelligence (AI), our platform recognizes the shape, size, and position of any three-dimensional object, instantly creating perfectly aligned projected images. This precise process enables a seamless blend between the physical and digital worlds, forming what is known as a “Phygital” (Physical + Digital) object, where the tactile realism of the object combines with the dynamism of the projection. The most innovative aspect of WoW is its ability to change the appearance of a physical product in real time without altering its core, allowing it to be touched and manipulated while maintaining a dynamic, customizable aesthetic. This feature unlocks creativity, engages customers interactively, supports collaborative experiences and product customization, especially in retail. The platform also manages and stores digital content for displays, supports the generation of variants through AI-based algorithms, and records all changes made to improve user profiles and offer increasingly targeted solutions.
WoW is the exclusive licensee of a patent filed by the Politecnico di Milano (n° 10202000017653), with the four inventors among the founding partners of the startup. The invention, filed in Italy with extensions in the EU and USA, involves an innovative solution for tracking the position of target objects in projection. Its goal is to reduce hardware costs, improve the compactness and ease of use of the technology, and lower the installation requirements of the platform compared to existing solutions. The patent exploits the ability of devices used for traditional touchscreen displays to identify the position of any-shaped object placed within their detection area. Thanks to this high-precision, low-latency, and accurate contact detection solution, WoW has achieved an unprecedented quality of projection on phygital prototypes.
This wide range of application scenarios allows our startup to serve many sectors, including fashion, home and industrial furnishings, packaging for mass-produced goods, electronic devices, and vehicles. WoW’s ability to optimize design and customization processes presents significant opportunities in an expanding market. Our initial target is luxury leather goods companies, where our technology helps reduce costs, development times, and resource use during design activities. Additionally, our solution is ideal for delivering real-time personalization experiences directly in-store, thereby enhancing customer interaction. This approach enables even smaller stores to grow their audience by attracting a new generation of consumers who are increasingly focused on environmental sustainability.
