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.

• #
• #london
• #innovation
• #ar
• #retail

Published on: 8th December 2021