Wow Effect
WOW, which stands for “Why Only White,” is a dynamic startup and spinoff from Politecnico di Milano, dedicated to delivering augmented reality solutions that ignite creativity in product development. Their technology employs projected augmented reality, known as SAR, which enriches the real world with digital content generated by projectors.
This innovative projector illuminates a physical white object, allowing for real-time simulations of various materials, finishes, details, and aesthetic options. It’s not just transformative for footwear and accessories; its applications extend to interior design and packaging as well. “This technology is crafted to enhance the design process,” explains Federico Morosi, CEO and co-founder of WOW. “Its aim is to minimize the production of physical prototypes. The advantages are twofold: significant cost savings on materials and reduced time in prototype creation, all while unleashing creative potential for exploring diverse aesthetic possibilities.”
A second exciting application of this technology revolves around product customization in retail environments. Customers can immerse themselves in a unique shopping experience, visualizing products just as they desire—before they even exist. This means companies can enable their customers to make immediate and realistic modifications to products on display.
“Regarding collaborations,” Morosi shares, “we’ve embarked on an innovation journey with Saint Laurent for their bags, and we’re also working with a prestigious fashion brand and Mita Academy, a Florence-based ITS focused on training leather artisans, integrating our technology into their courses. Additionally, we are collaborating with various sectors beyond fashion, showcasing the versatile potential of our software.”
WOW developed this groundbreaking technology within the halls of the Politecnico di Milano, enjoying support from Almacube, the University of Bologna’s incubator, and being part of UniCredit’s Start Lab, which champions innovation across all industries. The startup made its mark at MICAM in the StartUp space, created through a collaboration with ITA and Maeci.
Next week discover the STARTUP Unflock