WAY

The innovation introduced by Way in the cultural sector is represented by its ability to transform the classic guided city tours into real experiential journeys over time. Thanks to Augmented Reality, the start-up is able to make viewers travel to remote places and periods through faithful 3D reconstructions of spaces and settings. During each tour, enriched by the accompaniment of a historical-cultural expert, each participant is equipped with a VR viewer which, along a path in stages, activates Virtual Reality experiences allowing them to immerse themselves in the history of the protagonists of the tour. The sector identified by Way has significant growth margins: physical VR tours, in Italy alone, have excellent development potential between cities of art, villages and archaeological areas with over 100 projects that can be located in the area. In fact, digital augmented reality experiences represent a relevant market, with an estimated annual growth rate of +21.6% between 2020 and 2027 and potential revenues in 2024 of $6.7B. Furthermore, the proposal for virtual tours represents an opportunity to bring young people closer to art and culture, as a form of entertainment and personal enrichment. According to the report of the trade association AESVI, 96% of children between the ages of 6 and 17, and 71% of young adults, with an average age of 28, are avid video game players. We are therefore talking about a large group with great awareness of what the virtual world can give. Way’s activity actively contributes to the achievement of SDGs n.11 (sustainable cities and communities and specifically of SDGs 11.4: strengthening efforts to protect and safeguard cultural and natural heritage). In fact, the start-up aims to enhance cultural heritage through virtual reality, helping to promote experiential, sustainable and community tourism in close contact with local realities. The aim is to widen the audience of visitors to cultural works and places also to traditionally less involved sections of the population through more innovative and avant-garde entertainment.