{"id":11906,"date":"2024-09-26T12:00:00","date_gmt":"2024-09-26T10:00:00","guid":{"rendered":"https:\/\/mag.micam.it\/wow-effect\/"},"modified":"2024-09-26T11:53:07","modified_gmt":"2024-09-26T09:53:07","slug":"wow-effect","status":"publish","type":"post","link":"https:\/\/mag.micam.it\/en\/wow-effect\/","title":{"rendered":"Wow Effect"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">WOW, which stands for &#8220;Why Only White,&#8221; is a dynamic startup and spinoff from Politecnico di Milano, dedicated to delivering augmented reality solutions that ignite creativity in product development. <\/span><b>Their technology employs projected augmented reality, known as SAR, which enriches the real world with digital content generated by projectors.&nbsp;<\/b><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">This innovative projector illuminates a physical white object, allowing for real-time simulations of various materials, finishes, details, and aesthetic options. It\u2019s not just transformative for footwear and accessories; its applications extend to interior design and packaging as well. \u201cThis technology is crafted to enhance the design process,\u201d explains Federico Morosi, CEO and co-founder of WOW. \u201cIts 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.\u201d&nbsp;<\/span><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">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\u2014before they even exist. This means companies can enable their customers to make immediate and realistic modifications to products on display.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">\u201cRegarding collaborations,\u201d Morosi shares, \u201cwe\u2019ve embarked on an innovation journey with Saint Laurent for their bags, and we\u2019re 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.\u201d&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WOW developed this groundbreaking technology within the halls of the Politecnico di Milano, enjoying support from Almacube, the University of Bologna&#8217;s incubator, and being part of UniCredit\u2019s 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.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-video\"><video class=\"lazyload\" data-src=\"https:\/\/mag.micam.it\/wp-content\/uploads\/2024\/09\/Untitled-design.mp4\" height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" controls loop muted ><\/video><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Next week discover the STARTUP Unflock<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The start-up showcased at MICAM uses SAR (Spatial Augmented Reality) to create phygital prototypes<\/p>\n","protected":false},"author":4,"featured_media":11881,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26],"tags":[],"class_list":["post-11906","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-makers-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/mag.micam.it\/en\/wp-json\/wp\/v2\/posts\/11906","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mag.micam.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mag.micam.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mag.micam.it\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/mag.micam.it\/en\/wp-json\/wp\/v2\/comments?post=11906"}],"version-history":[{"count":2,"href":"https:\/\/mag.micam.it\/en\/wp-json\/wp\/v2\/posts\/11906\/revisions"}],"predecessor-version":[{"id":11935,"href":"https:\/\/mag.micam.it\/en\/wp-json\/wp\/v2\/posts\/11906\/revisions\/11935"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mag.micam.it\/en\/wp-json\/wp\/v2\/media\/11881"}],"wp:attachment":[{"href":"https:\/\/mag.micam.it\/en\/wp-json\/wp\/v2\/media?parent=11906"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mag.micam.it\/en\/wp-json\/wp\/v2\/categories?post=11906"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mag.micam.it\/en\/wp-json\/wp\/v2\/tags?post=11906"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}