Dent Reality - the startup adding a digital layer to the physical world

by Startacus Admin
The lowdown on Dent Reality, the London-based augmented reality startup that's innovating the retail sector via phone-based AR navigation.
The world was already well on its way to making reality and the digital world overlap even before the pandemic came along and made our lives more digital. One of the earliest and most relevant examples of this is GPS - a digital copy of the roads we’re driving on, telling us where we are in the real world and where we need to go.
During the pandemic, a large number of us were using purely digital means of shopping, be it an online supermarket shop, Amazon, or taking advantage of the scramble from our local small businesses to get their wares online. Now that we are back in physical shops, one of the downsides is that we might find that our patience for wandering around a shop trying to find that one thing we went in for might have been significantly lessened by over a year of having it at our fingertips. So perhaps it’s time to do some more of that overlapping.
London-based augmented reality startup Dent Reality is working on just this. According to Dent Reality, having a ‘frictionless digital experience in a physical location will become as essential for every business as having a website is today’.
Their augmented reality platform is there to take advantage of breakthroughs in AR wearables, building use-cases for it to be implemented in practical ways. Our example above was shopping, in which this technology would use indoor positioning technology along with AR wearables to essentially provide GPS navigation around your supermarket, taking you straight to every item on your shopping list; however, that is only one place that this technology would work, and is limited only by people’s willingness to adopt it. Airports, university campuses, hospitals, malls… There are plenty of locations that would benefit from something like Dent Reality.
In November, Dent Reality announced that it had raised £2.5 million in a funding round led by Pi Labs, with participation from Sugar Capital and 7Percent Ventures, as well as undisclosed angel investors.
With location tracking and other AR applications becoming more widespread in indoor locations, we are interested to see where Dent Reality goes from here.
Subscribe to our newsletter
If you would like to receive our startup themed newsletter, full of the latest startup opportunities, events, news, stories, tips and advice, then sign up here.
Andrea Szell, Founder of Spare Desk shares some insights on the positive impact that sharing a workspace can have on our mental health.

Sodexo Live! and L Marks open call for applications from innovative startups and scaleups to join their inaugural North America Innovation Lab.

Startups founded by students and recent graduates from the University of Edinburgh secure SMART:SCOTLAND grants to help support their ambitious and innovative projects.

Lydia Kothmeier, VP of Operations at Storyblok shares insights on the processes and policies that every startup should have in place in order to make remote working work.

The lowdown on HoloToyz, the Irish startup and its products for kids that can come to life through the power of augmented reality.

Inbound Investors 2022 providing NI businesses with the opportunity to pitch directly to leading UK investors over the course of one day.

Enterprise CMS Storyblok launches Storyblok V2 in a bid to further empower teams to create and scale standout audience experiences.

The lowdown on Nothing, the London-based startup that's creating innovative connected products "to make tech fun again."

The lowdown on Athos, the Spanish startup that has created a customized climbing shoe that's been made with 3D printing technology.

Edinburgh-based startup Swurf connects remote workers with welcoming spaces to work in since "you don’t need an office to do your best work!"
Published on: 8th December 2021
If you would like to enable commenting via your Startacus account, please enable Disqus functionality in your Account Settings.







- Sodexo Live! And L Marks Seeking Startups and Scaleups for first ever North America Innovation Lab 5th Aug 2022 Sodexo Live! and L Marks open call for applications from innovative startups and scaleups to join their inaugural North America Innovation Lab.
- Innovative University-supported startups secure £500,000 in grant funding awards 4th Aug 2022 Startups founded by students and recent graduates from the University of Edinburgh secure SMART:SCOTLAND grants to help support their ambitious and innovative projects.
- Registrations Open for Inbound Investors 2022 2nd Aug 2022 Inbound Investors 2022 providing NI businesses with the opportunity to pitch directly to leading UK investors over the course of one day.
- Storyblok Launches New CMS Experience to Shape the Future of Digital Storytelling 1st Aug 2022 Enterprise CMS Storyblok launches Storyblok V2 in a bid to further empower teams to create and scale standout audience experiences.