The story of Scott & Irwin is a perfect example of how a startup can accelerate if it hits the right button. This company has burst into the global market for immersive technology, making itself known at the official Formula 1 exhibition, as it is behind the leap in digitalization that this traveling and international event has taken.
The company was born in January, after an incubation period of just nine months, promoted by a group of professionals who had coincided and congenial in projects from the world of creativity, advertising and technology. But how did F1 end up on your desk? Iban Lozano, CEO of Scott & Irwin, says that, after the Madrid and Vienna editions, the exhibition organizers detected that the public was demanding interactive experiences: “The exhibition is impressive, there are the most legendary cars, the suits that everyone has worn. those pilots who are legend; however, in the first two editions the public could not touch anything. The organization realized that this was a notable lack for an event of this size and wanted to increase the connection with their followers.
The start-up had the opportunity to present several proposals for immersive digital experiences for the Toronto edition and the organization selected three; and for London, they have incorporated a fourth. And, thanks to the technology developed by Scott & Irwin, the public can get into the shoes of professional pilots and test their reflexes in a reaction game. “That is our job, transforming the real world into a digital world and taking it to different platforms, trying to turn it into an immersive experience that achieves a WOW effect. That is what we want our customers to say when we show them our product and what we are looking for. that the people who use them experience,” explains Lozano.
The Basque firm was born focused on different areas such as industrial, healthcareretail or educationalbut it was the world of motorsport that provided the starting point. He has worked for Mercedes Benz “giving life” to its upcoming manufacturing facilities in Spain and for e& (Etisalat and), for whom he digitalized an Aston Martin that allowed the user to fly around the Yas Marina circuit, in the United Arab Emirates.
The key to this rapid rise is, according to Lozano, in the speed and efficiency with which they develop their products. and an algorithm that allows you to export very quickly to different platforms. The customer only has to plug in and push the button, making them accessible and easy to implement tools.
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