The innovative Spatial Augmented Reality technology for Phygital prototyping
Black reflects elegance as white reflects tradition. Yet… colours determine fashion trends every season. So why only (black or) white? Here’s the idea behind WoW (Why Only White S.r.l.), a groundbreaking startup founded in late 2023 and now a Politecnico di Milano’s spin-off. Its mission? Developing a new generation of Augmented Reality solutions to inspire creativity in collaborative product development.
WoW's technology is based on Spatial Augmented Reality (SAR), where projectors enrich reality with digital content. The WoW platform, whose core technology derives from the SPARK project (SPatial Augmented Reality as a Key for co-creativity – EU’s Horizon2020 RIA), can swiftly identify the position of physical objects of any shape or size in a room and embellish them with digital content. This information, combined with knowledge of the object's 3D geometry, is used by the rendering software to instantly generate images to be projected onto the object's geometry itself. Through correct alignment, the digital part and physical part merge into a "Phygital prototype" (Physical + Digital). WoW’s platform strength? An intuitive web app that stores/manages digital assets and records every aesthetic change to the product design (e.g. materials, finishes, accessories, and hardware components), along with a patented tracking system from 2021 that reduces technology costs and simplifies adoption.
WoW isn't just user-friendly; it's eco-friendly too. It trims prototype production time and it also slashes costs: it minimizes material waste as it requires a single physical prototype to display countless variants. WoW also fosters live and remote collaboration as it does not require any wearable equipment, making augmented reality truly accessible and safe for the eyes even during longer working sessions. Its real-time manipulation of physical products elevates immediate understanding and recognition of any aesthetic change, enabling less-experienced designers (e.g. open innovators) to play an active role in project development. Its low-budget installation, as the platform's functionality leverages commonly accessible hardware, makes it cost-efficient and versatile across diverse application scenarios. Moreover, with a cloud-based infrastructure, data management is a breeze, catering to product traceability, value chains, and customer preferences.
In essence, WoW embodies collaboration and sustainability. But where does it find application? Its SAR technology holds promise across sectors where product aesthetics is essential, spanning from marketing and packaging to fashion. Figure out innovative designs for bags, suitcases, and shoes: WoW’s solution answers the needs both of the manufacturing realities where finishing touches are the hallmark of the product and of the industrial sectors where tailored solutions are required to address industry-specific challenges. Here, WoW excels: it is the only market-ready solution that speeds up the prototyping stage by seamlessly integrating digital flexibility with multisensorial product interaction, which also enables the emotional engagement of its users. Then, why limit to production? Also in retail, it paves the way for personalized luxury shopping experiences, enabling customers to customize products in real time.
Founded by a team of teachers (Federico Morosi, Gaetano Cascini, Giandomenico Caruso and Niccolò Becattini) from the Department of Mechanical Engineering, along with Enrico Panzi, an expert in Industry 4.0, and in collaboration with DrWolf S.r.l., an IT solutions firm based in Florence (IT), WoW stands at the forefront of AR innovation.
