The pioneer explorers of virtual worlds


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What do a cooking course with Ferran Adriá, the Offering of Flowers to the Virgen del Pilar and the Lacasitos have in common? All three have had a presence in virtual worlds created by the company from Zaragoza Imascono, a creative technology studio specializing in extended reality. As Héctor Paz, one of its founders, explains, at Imascono they deploy “applied imagination” and develop gamified experiences to “help companies in their digital metamorphosis.”

That companies leave behind the physical world to enter virtual universes is not as new a phenomenon as it seems. Long before the metaverse spilled ink, creating 3D, immersive, multi-sensory experiences was the order of the day.

Imascon joined this trend more than a decade ago. His adventure began in 2011, when Pedro Lozano and Héctor Paz, “two young recent graduates”, decided to merge their personal projects. On the one hand, «Pedro was working on the creation of a clothing brand designed to offer an opportunity for professional development to young creatives». “And I was a young industrial engineer who had based his Master’s Final Project on the new technology of augmented reality,” recalls Paz.

Imascono was born as a clothing brand, as these two young people dreamed of becoming “the new Facebook of the time using augmented reality on t-shirts.” The project turned towards the design of technological experiences with customized projects for the Innovation and Development departments of companies. Today they have worked on more than 260 projects on five continents and in 150 countries. “25% of our business is international,” says Paz. Giants such as Disney, Adobe, Movistar, Marvel, Adidas…

The pandemic has accelerated its growth. “Last year, on our tenth anniversary, we broke the psychological business figure that separates a startup from a company: more than a million», shares the founder. A milestone that endorses a clear business vision: «We want to bring the video game environment and gamification to the business world. Create a business metaverse where training, events, commerce, tourism… can recreate and improve the real world when it is not accessible. For example, when we apply it to training, we make users learn by doing”, says Héctor Paz.

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