Edinburgh Napier spin-out makes objects 'come to life' with augmented reality tech

An Edinburgh Napier University spin-out that makes objects come to life with its augmented reality technology is preparing to go to market.

The fledgling Edinburgh Napier spin-out business uses ground-breaking tech which aims to boost customer engagement with remote marketing campaigns by portraying goods, services and venues in new ways.

The fledgling firm, 3FINERY, uses ground-breaking tech which aims to boost customer engagement with remote marketing campaigns by portraying goods, services and venues in new ways. Those behind the venture believe that it could appeal strongly to businesses looking for new sales channels during the pandemic.

The twist on traditional augmented reality methods was developed at the university’s school of computing over a three-year period by Professor Kenny Mitchell and his former PhD student Dr Llogari Casas.

“Intermediated reality” technology enables “uniquely efficient communication via animation of real objects”. It has been showcased at international conferences and trade shows, and the growth of the venture has been supported with major cash injections from the ICURe programme and Innovate UK.

The start-up is now looking for people with graphics software and technical artist talent with the intention to grow the team “rapidly” in readiness for the final push to get the product market-ready.

Co-founder Llogari said: “The technology provides a novel way of interacting with products both around you and far away, and can be easily integrated with existing software, offering unique interactive experiences.

“It is very exciting to have got the project to this stage, with the backing of the university, and we are now looking to press on with commercialisation.”

The ICURe programme – Innovation to Commercialisation of University Research – made a grant of £45,000 to support six months of market assessment. The firm raised a further £150,000 to develop the product for the market by winning Innovate UK funding.

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