But is it possible that still the design of the true Made in Italy has not entered the Metaverse?

Tempo di lettura: 2 minuti

ROSSANO TIEZZI METAVERSE BEAUTY - But is it possible that still the design of the true made in Italy has not entered the metaverse? I asked myself this when I met Fabio Rotella in his studio in Milan. And so we decided with passion and enthusiasm that we would take this great first step. Combine the creativity of an architect and his team with the technical 3D knowledge of great professional developers. For some weeks now, our two companies have been working side by side to reproduce in immersive reality the futuristic designs of architecture conceived from the experience of Italian know-how.

The Beauty of the Metaverse

But what does it really mean to bring beauty into the metaverse? It means first of all making the environments we live with our avatars comfortable and aesthetically satisfying places. Designer furniture, accessories, luxury floors and a wide range of colors. Nothing is impossible when designing virtual spaces. And it is precisely here that the point of view of an architect can make those spaces alive and ready for an experience as much like real life.

A bit like the cars that we have learned to make living rooms mobile precisely because inside of them we spend a lot of time of the day, so also the metaverse - which will be a dimension in which we will spend part of the working time and also of the free time in the coming years - must be cozy and relaxing.

In addition to this there is then all a business in the business to discover. While we help companies build virtual meeting places that perfectly meet the needs of the product, customer and employees, we are also inserting in those spaces a furniture that can become itself part of the business that develops and evolves within the metaverse. I am thinking for example of a chair or a painting or a piece of furniture designed exclusively for that space. All this can become an NFT and enter the flow of blockchain.

The collaboration itself between Advepa and Studio Rotella was born in an absolutely original way and is linked to the world of NFT. The contract between Advepa and Studio Rotella was in fact signed by a handshake between Tiezzi and Rotella that today is already an NFT, a non fungible token, which has a contract value in effect and that will enter the blockchain.

Beauty is the only criterion we have to give life to something lasting. An idea as perfect as it is nothing without beauty.

An idea as perfect as it is nothing without beauty and also applies to the Metaverse, words of Rossano Tiezzi

In short, as the metaverse expands in various directions, our group has chosen to take a very precise path: an aesthetic path. Alongside the development of ideas that make a difference to business through 3D, we want to offer growth opportunities to companies, without sacrificing a rewarding experience.

«Beauty and truth are one thing. This is what we know about the earth and this is all that matters.» Thus wrote John Keats, British poet who embodies the values and themes of Romanticism. Beauty is the only criterion we have to give life to something lasting. An idea as perfect as it is nothing without beauty. Which supports it, makes it palatable, desirable, makes it something unique and everyone wants to be a part of. Beauty has entered our metaverse and we can no longer do without it.

READ ALSO --> Smart Working: But is it possible that we do not understand its real potential?

Smart Working: But is it possible that you do not understand the real potential?

Tempo di lettura: 2 minuti

SMART WORKING - For a long time many digital and communication professionals have understood the great ferment on the international level on the management of work remotely and starting to create solutions to make it more efficient.

How is it possible not to realize the potential of smart working at a time when, also but not only at the push of the pandemic, have optimized the potential of

this tool?

But can we not notice the potential of 3D?

The theme of this new appointment with "But Possible That?" comes from the ongoing institutional debate also in Italy on the protocol to regulate smart working. We must not confuse the work in the presence and the so-called agile work, but make a deeper reflection.

From the great potential that 3D environments offer us, we must not only grasp the immediacy of connecting with people, with colleagues. The intellectual challenge is to understand that some professional activities through smart working can increase productivity, while others cannot.

Smart working does not mean to fulfill the requests of your employer in the absence of human contact seated in front of your home computer. Instead, by identifying the types of activities that lend themselves to be enhanced through virtual and hybrid events, we will be able to entrust remote work with the right space in the path of each individual company.

In addition, it reduces the differences and growth opportunities of a multinational compared to a small or medium-sized enterprise. It’s the great message of the internet revolution that brings with it always new revolutions: trying to provide the same opportunities to everyone. In this case, multimediality and crossmediality create bridges where it would be difficult to find them, connecting professionals and entrepreneurs to develop a new idea of the future.

Can smart working also be a step towards a happier life in which to harmonize work and free time?

An interesting starting point also comes from the pages of Corriere della Sera, which explains, data at hand, that in Italy almost 46% of workers would like to continue to carry out their activities in an agile manner. The most significant factor is also that 4 out of 10 workers would be ready to leave the busy life of big cities to move to places immersed in nature and continue their profession from there. This brings to light the great need for a "work-life balance", which we have long sacrificed for the ambition of our career. The much-needed balance between the quality of life and the will to climb the company pyramid can really be achieved.

Having high-tech tools that allow you to do the job remotely to the full potential will mean providing new life prospects for millions of people. This social aspect is by no means to be underestimated.

The experience of my company

With my corporate team I’m working a lot on the creation of virtual offices, whose corridors we could walk through each with their own avatar. Through the comparison with the other participants it will then be possible to receive information on the services offered, browse the available catalogues, send an email to the offices, view promotional videos and corporate presentations. In addition, you will be able to get to know the professional skills of each studio consultant. To choose which professional to rely on just approach a screen and read the description.

The importance of proper data security

Tempo di lettura: 2 minutiDATA SECURITY - But is it possible that we still do not understand the importance of securing our data and business data? It’s actually such an important topic that the National Cyber Security Alliance (NCSA) and the United States Department of National Security (DHS) have launched the Cyber Security Awareness Month campaign. In other words, they dedicated the month of October 2021 to raising awareness among users and companies on the issue of personal data security and their IT infrastructures.

The importance of data security

We have been talking about digital transformation for more than twenty years now, but today we are in the middle of this transition. The process then accelerated with the arrival of the pandemic, which showed how important it is to use technology to our advantage and be able to provide services at a distance through the use of it. In this historical context, we cannot refuse to innovate and close ourselves to new developments, but at the same time we must know their advantages and risks.

One of the greatest dangers we face in this era of digital transformation is data security, personal and/or business. When I talk about data security I am referring to all those actions that can safeguard digital data from unwanted actions performed by unauthorized users. These operations can in fact lead to enormous damages for our person, but especially for our business. It ranges from an image damage related to the reputation of our company to get up to an economic damage. A study conducted by IBM has shown that the average cost of a data breach is around $3.92 million. This is a huge economic figure, which includes various factors.

The dangers to data security

When we think about the security breach of our data, we often only refer to external attacks caused by cyber criminals. In fact, the dangers are also due to human error and the use of unsuitable computer technology. These latter factors became more important after the Covid-19 pandemic and the increase in smart working. It has also increased the amount of data exchanged and information shared with an increasing number of users every day.

These processes are not at all simple given the quality of the technology available to most companies and the levels of compliance and privacy to which the data are subjected. This is why it is important to invest in data security through the use of integrated software that ensures end-to-end protection. Implementing today’s computer technology saves you tomorrow due to data loss.

Relying on the experts

Unfortunately there is no mathematical certainty to avoid any cyber attacks or that by mistake sensitive material is sent to the wrong subject, but you can put in place solutions to avoid it. Too often damage is repaired, but in this case it is necessary to prevent it. For this reason, there are cyber security professionals on the market that can provide the most sophisticated and suitable assistance to our needs.

.The important thing for us is to rely on the right people, who meet high business standards and whose experience is demonstrated by years of activity in the sector. Too often, in fact, there are cases of companies that, riding the wave of necessity, pretend to be acclaimed professionals, but in reality until yesterday they dealt with anything else. Choosing the right cyber security company is the first step to securing our data.

Learn more about Cyber Security Awareness Month

The metaverse will not replace real life

Tempo di lettura: 4 minutiMETAVERSE - But can we not understand that virtual reality will not replace real life? The Metaverse reproduces everything that is present in real life but does not exclude it, indeed makes it more accessible.

The origin of the Metaverse

In the world of social media and technology in general, a very topical and hot topic is that of the "Metaverso". It is a project that Mark Zuckerberg wants to realize in the immediate future, but a concept that exists in our culture since the early nineties.

The authorship of the term metaverse is attributed to Neal Stephenson, who uses the term in his 1992 science fiction novel Snow Crash. The novel is set in a parallel world where people can interact with each other and with the surrounding space through 3D avatars representing themselves. Within this parallel world, represented as a black sphere, every person with their avatar is able to build everything in 3D, from homes, parks, offices, to shops. Not only that, within the Metaverse has the possibility of living a life completely identical to the real one.

The Metaverse today

Since the 1990s, the term has been used several times, especially in the video game industry such as Fortnite, but it was Mark Zuckerberg who gave a more real perspective to the virtual world. The CEO of Facebook said he wants to give life to "an embodied internet, in which instead of just displaying content, you’re in it". The idea is to have access to a virtual place where, however, you can experience all the opportunities that arise in real life, as if we were there physically. To interact on our behalf will be an avatar, or in the most updated version, our own projection holographic. What it does in essence is to bring together in one place more technologies that affect the email industry, video conferencing, blockchain, video games, streaming, 3D immersive technology. In the imagination of its modern creator the metaverse represents the "big step" of the digital revolution.

In Zuckerberg’s project the metaverse will be "a vision that includes many companies". Everyone can live this place, but no one will own it. Accessibility and interoperability will be the keywords that guide the metaverse. Everyone can create, develop content and be present including museums, libraries, squares, gardens, shops.

Many companies have started to invest

In order to make the experience even more immersive, Zuckerberg in 2014 purchased VR device manufacturer Oculus for $2 billion. Doing so wants to try over time to make the cost of these devices more affordable and affordable. In addition to that, the news is that Facebook is investing 5 billion a year to create all the technologies needed for this project. But for its CEO, revenues, once the metaverse is online, will not come from the sale of devices, but from the participation of as many people as possible, who will share their economy with that of the metaverse.

Recent news is about the job opportunities that Facebook plans to make available. An official note issued on Sunday, October 17, 2021 reports that only in the European Union will be guaranteed by Metaverso 10,000 million jobs, for figures such as highly specialized engineers, but not only. In fact, the note reads the intention by Facebook to invest "in the potential of European technological talent".

Investing is not only the most famous social colossus in the world. There are many sectors that want to be ready. These include phone companies, the video game industry with Epic Games and its Fortnite ahead of the competition. But even the market of smaller companies is discovering the opportunities that the metaverse offers and there are already companies able to be found ready when this becomes a reality.

The Metaverse does not threaten the real world

If on the one hand there are many companies enthusiastic about being part of the Metaverso project, there are also many realities that cause criticism. The main fear is that one day we find ourselves sitting in front of connection devices and our 3D reproductions move and interact on our own. The pandemic that we showed taught us how easy it is to communicate even without meeting and how many advantages, in the business sector in particular, this brings. At the same time, however, he also showed us how important it is for each of us to have close contact and to share real spaces and experiences.

The Metaverso, like all the technology related to 3D virtual reality, does not want to replace real life, the one we do outside and which also involves physical contact. The real purpose of immersive reality is to accompany, sustain real life, bringing to the market alternatives that allow to go to cover up some deficiencies. For example, I think of all those working realities with few financial instruments available. For them buying a space inside an Expo or a fair in presence is often prohibitive. This, however, is limiting because it does not give them the opportunity to expand their working boundaries. On the contrary, investing in a stand or space within a virtual expo is within the reach of most of the company portfolios and allows to reach customers in every part of the world, thus increasing the possibilities of growth of its ROI.

A hybrid event is therefore an opportunity for real life and offers an optimal interaction between real life and virtual reality. The metaverse fits into this concept going to bring together in one place and implementing everything we already have available and of which we have already had a positive experience. This concept can also be applied to many areas outside the work sector.

Opening up to new opportunities

I want to conclude with a sentence in the Facebook note signed by Nick Clegg, vice president global affairs, and Javier Olivan, vice president central product services:

"The Metaverse is based on the idea that by strengthening the feeling of "virtual presence", online interaction can become much closer to the experience you have with the interactions in person. The Metaverso has the potential to help unlock access to new creative, social, and economic opportunities."

But is it possible that don’t you understand the importance of having young people in the company?

Tempo di lettura: 3 minutiYOUNG COMPANIES - But can you not understand the importance of having young people in the company? The comparison of ideas is what drives improvement. The presence of different professional figures allows for a continuous exchange of views. But it is also important to have heterogeneity in terms of age so that you can count on fresh and innovative ideas made concrete by years of direct experience in the field. Unfortunately, however, this is a concept that is not always understood and the data show it.

The youth employment crisis

In order for a company to grow and improve itself constantly, there must be a continuous exchange of opinions and ideas. The constructive comparison allows you to put before the eyes of all the possibilities in play and critically evaluate which work, which not and which can be implemented. However, if in the working group there are only and exclusively people very similar to each other, for example, in terms of skills, age and gender, it is not easy to identify different points of view.

The figures for the employment crisis show that women and young people are the most difficult to find employment. The problem, however, is not the economic crisis following the pandemic from Covid-19, as the data were alarming as early as 2019. In fact, the unemployment rate for the 15-24 age group has reached 29.4%. The number is even more frightening when one realizes that it is exactly three times higher than the 9.8% unemployment rate recorded nationally for the entire population aged 15 to 64. With these data Italy is not the last in the classic of the European Union just because Spain and Greece do worse.

Young people not employed in the company because they are deemed not competent

To date, policies have been introduced that encourage the recruitment of young people within companies but do not work. Their failure lies not in the incentives that they promise, but in the different perspectives that they find to have young people and the labour market.

In the opinion of the public, young people either do not have the necessary skills to find a job worthy of the name quickly, or they demand a salary that is not in keeping with their experience. But perhaps these are too simplistic considerations. In fact, according to OCSE data in the labour market as many as 40% of workers have skills that are not attributable to employment. This percentage is then divided equally between those who are over-qualified and those who are under-qualified. This implies that the scourge of unrecognized skills equally affects young and experienced people. So that’s not where the problem lies. Perhaps and, I repeat perhaps, in the working world there is not the ability very often to look ahead and so you do not even have the desire to invest in a long-term project, able to give excellent results, but with time.

Young people are an added value of the company

All the above considerations are sacrosanct, but having diversification within your work environment is vital for growth. A company that manages to get young people to work together and has more than just to earn. Because it has the possibility of having on one hand enthusiasm, desire to do and new and fresh ideas and on the other has a more mature component that, thanks to his experiences he knows how these can work in the best way. This synergy is explained very well my dear colleague, Cristina Giotto, in the speech at Lugano Living Lab, in which he also addresses the issue of the generational gap:

"At this epochal moment it is necessary to give confidence to young people, who not only know how to press a button, but they really know how to do so much stuff. They are valuable guys who maybe are true maybe they express themselves much more with technology but they really know how to do, and do well. They need to have an opportunity to work in companies where they can bring incredible value, really great know-how. The confrontation-clash between generations can be an added value. I really hope that companies give confidence to kids and that they can really bring a breath of innovation and expertise."
To find out what other benefits a company can have, click here"

To find out what other benefits a company can have, click here.

But is it possible that minor sports only acquire dignity at the Olympics?

Tempo di lettura: 3 minutiSPORT MINOR OLYMPICS - But is it possible that minor sports can only emerge during the Olympics? In a summer in which, despite the wave of enthusiasm for the victory of Italy to the Europeans, there is a lot of talk about the increasingly high salaries of players and rumors are raised about the possibility of inserting the concept of salary cap and calming the percentages of prosecutors, the Italians find themselves having breakfast in front of the images of the blue athletes engaged in the Olympic Games in Tokyo. Historical medals are celebrated, but some of which will not be discussed for another four years.

From the mind-boggling payroll to the search for as many props as possible

At each new Olympics the same consideration is renewed.. but is it possible that the less known sports always remain the child of a minor god? If some disciplines manage to get even outside the competitions to five circles a good visibility, thanks to the excellences of their champions, for other sports it seems impossible to get that recognition, that support of which they have absolute need.

Behind the exploits of an athlete in an Olympiad there are years of enormous commitment, sacrifices and sacrifices that, in the case of those who practice sports less attractive to sponsors and great communication become even bigger. The family and the Armed Forces that often insert them in their own sports groups guaranteeing at least the possibility to train properly, are the main engines of this world that often remains far from the eyes of the public, if not at major events or exceptional victories.

To make minor sports important even outside the Olympics would take little

Is it possible that there is no possibility in our country to give visibility and concrete support to all sports in a constant way? While respecting economic interests and the laws of the market, can we not find a way to make known and perhaps invite to practice the new generations all the sports that live quietly in the gyms of small cities?

I come from the world of football, the privileged sport par excellence. I brought my passion also in my work, designing virtual portals that saw him as the protagonist. But the idea of extending the possibility of being protagonists of the virtual world to smaller sports also fascinates me incredibly. The possibilities of developing ideas and projects in this sense are endless, if we are able to find the right channels and convey the right investments.

So much could be done to create a true culture of sport that is missing in our country and that is not comparable to that of the Anglo-Saxon countries, United States in Primis, that allow the best athletes not only to train but to attend the best universities thanks to sport.

They may be minor sports but at the Olympics the joy of medals is for everyone the same

Sport, without needing to bother with Latin mottos or decoubertinians, is definitely a great teacher of life. It requires rigor and discipline but it is also balm for the spirit. It shows you who you are and what you can achieve with commitment, it teaches you to overcome your limits and your fears but also to accept defeats and still be proud.

And if we all rejoiced in front of the dive of Donnarumma that saved the last penalty giving the European title to Italy, the image of Maria Centracchio with his wounded smile and the hands tried by the fatigue that held a bronze more precious gold, It really made our hearts shake. Not to mention the historic and splendid gold medals obtained by Marcell Jacobs and Gianmarco Tamberi, who in ten minutes have accomplished a feat that will remain forever in the eyes and heart of all Italians.

The Olympics are also an example of sustainability, to learn more click here.

But is it possible that the events in the presence pollute so much?

Tempo di lettura: 2 minutiPOLLUTING EVENTS - But is it possible that the events in the presence pollute so much? For years I have been dealing with virtual events and I have always been sensitive to the theme of sustainability so as to be among the creators of Eco Futuro, the virtual fair of ecology presented during the Eco Festival held in Padua from 13 to 17 July, 2021. During the presentation I attended, I got to know data and statistics about the pollution caused by the present events and I was amazed.

Virtual events for business and sustainability

Forerunner of the times, always endowed with a futuristic intuition, I have long perceived the importance of virtual reality alongside participation in presence in the trade fair world. But the reasons why I have always believed this are very different from what I learned during the presentation of the eighth edition of EXCO and its novelties.

Through the experience of Eco Futura, in fact, I have consolidated the awareness that in addition to opportunities related to business and business, the virtualization of events is a real ecological breakthrough, which must be implemented.

Data show how polluting occurrences are

Data at hand, the energy expenditure and pollutant emissions associated with a large-scale event are impressive.

The data become even more impressive if you compare those relating to the CO2 emission of a three-day event that took place completely in the presence, with those of one held online In the first case, in fact, the CO2 emission given by the travel sum (plane and land), accommodation and energy consumed is equal to 1.153.291 Kg per person. The emission for a virtual event is instead of 16.798 Kg per person. Multiply the figures by the number of people who usually participate in an event and understand how the option in presence with large-scale participation weighs in terms of sustainability.

But the pollution caused by an event in the presence does not stop there. In fact, the above estimates do not calculate the excessive consumption of paper, plastic packaging, a separate collection not possible given the large numbers of people present etc...

This cannot leave you indifferent.

The virtual events in presence pollute but not for this they must be abandoned

I leave these days of meetings even more convinced that raising awareness in the business world towards an eco-sustainable breakthrough is now an essential need. We will be at the forefront in this regard, strengthened by our experience and an even stronger awareness that a new ecological approach to work and daily life is a common goal to be achieved as soon as possible.

I’ll start with my work. In fact, without wanting to diminish the importance of real events, the possibility to use virtual platforms like those that we are able to realize, transferring a part of the users on the web, could be an ideal solution to significantly lower the impact on the environment. This is because in the first place it would reduce more the number of people who go to the event in presence. This will lead to a reduction in emissions and the possibility of being able to pay more attention to the choices in terms of suppliers and supplies for the events in the presence, so that they are more sustainable and attentive to the environment.

To learn more about hybrid events, click here.

But is it possible that we can't cut fuel costs?

Tempo di lettura: 2 minutiCUT FUEL COSTS - But is it possible that fuel costs cannot be reduced? It is a dilemma that I have always posed and that in this historical moment makes me reflect even more. Is it possible that, despite the economic weight that companies bear to refuel fuel, there are no economic and political conditions to standardize and make accessible costs, considering them a commodity of absolute necessity?

A future of sustainable fuels

We all hope to move towards a future where sustainable and renewable energies become the norm of our daily lives.

Great steps have been taken to achieve these objectives. Just think of e-fuels, or synthetic fuels that allow to reduce CO2 emissions by 70%. Their use is 100% sustainable because to produce them you use renewable energy from which you capture excess CO2 and their basic element is nothing else than hydrogen derived by cleavage, through chemical processes green, water.

And we all have eyes on the popularity that electric motors are gaining. Even the Ferrari car manufacturer has announced that it will launch its own electric car model in 2025.

But, despite the undoubted potential of these new engines powered by renewable energy, there are still several steps to overcome to consider them an alternative totally replacing the old status quo.

So yes, the future will see the use of electric motors or powered with sustainable fuels, but this process still has a long way to go.

While we are waiting for this future why not in the meantime cut fuel costs?

While we continue to work on developing technologies that will free us from the need for oil and its derivatives, why do we not seriously think about how to set a fixed and affordable price that will ease the economic burden of fuels?
It is possible that you can not, in the places delegated to do so, to set a policy that leads to lower the costs of raw materials essential to the work of all , especially for certain categories such as transport and logistics where fuel costs often become an impossible burden to bear.

What solutions can there be to reduce fuel costs?

Experts in the field would be able to develop a plan of political and economic strategies that can establish a single price (for example 1 euro per litre) for each type of fuel. This would reduce companies' costs. These companies would also have available capital that could be invested in innovation, development and recruitment.
If it is impossible to impose a political price for everyone, a first step could be at least to think of preferential tariffs for those categories that have an essential fuel consumption from their activity.
I am referring to the transport sector, logistics, the world of representation, just to give a few examples.

Is that too optimistic?

Is it an excess of idealism or can we seriously think that there is a possibility of finding a solution in this regard? In my imagination, such a choice would not only make life easier for specific sectors, but I believe it would also help the Italian economy to start again with a new impetus. Momentum that given the times that run and the crisis that our country is experiencing, would be an opportunity not to be missed.

But is it possible that the world will never be the same again?

Tempo di lettura: 3 minutiWORLD SAME - But is it possible that the world will never be the same again? After more than a year of pandemic we have understood what will be the future path. When we can start again, leaving behind the restrictions, the reality will no longer be the same. The world of events, of commerce, the way of working itself will be different.

Experiences have taught us that the world may not be the same

We learned that it is possible to stay in contact even at a distance, that you can work and study even without moving from home, that you can know and use the market actively while remaining connected on the web.

Even though in-presence reality will always be the starting point for every kind of relationship and sociality, as an essential good for the human being, the possibility of being able to partially manage our lives by rethinking the way we move and connect must be seen as an opportunity.

Why make dozens of people move, resulting in a waste of time and resources, when some activities can also be carried out remotely?

Why also not make work more sustainable and ensure that the time saved in travel can be managed by people for their private lives?

Adapting to change is an advantage  

This obviously does not mean not to put in the foreground the moments of work that need and are best expressed with in-presence contact, but it means to have the intelligence to preserve the best from the habits that this emergency has forced us to form.

The ability to adapt to change, to be flexible and ready to take the best from crises to open new ways are part of the evolution of the human being.

One of the phrases that I have heard most repeated in recent times is: "nothing will be like before". I strongly believe in this statement and I believe that it is the pillar for the evolution of the world.

The world is no longer the same... is it such a bad thing?  

If history teaches, then it should also have given us witness to the fact that every past crisis has been followed by phases of great progress. This is because crises make it possible to highlight all the good that has been done so far, but above all what could have been done better. And not only that. As the pandemic from Covid-19 has taught us, often in times of upheaval we are forced to put in place quick solutions that often turned out to be successful, not only in dealing with the crisis, but also in rethinking the future.

Resume from where we left off, but bringing with us the new knowledge

Each of us wants to come back to relive in a free way his life; dine at the restaurant with friends, move and travel without limits or protocols to follow, meet where and how you want. We hope that this will happen as soon as possible.

But let us not deprive ourselves of the experiences and discoveries we have made, of the knowledge we have improved, of the technology that has supported us.

The world of online events, the shopping industry, the organization of the staff in companies, the contact with the international market, the relationship with foreign customers... all these sectors have undergone radical changes, imposed by contingent situations.

Let’s treasure our experiences

I don’t mean to say that everything that was in our past must not return, but it is important to create a combination of what it was and what it is. To improve what it will be. What happened can make the future brighter if we learn to combine real experience and virtual experience in a new way of thinking that is synergistic and productive. Ideas, work and well-being.

But is it possible that everything is part of the world of virtual reality?

Tempo di lettura: 3 minutiWORLD VIRTUAL REALITY - But Is it possible that we use the term virtual so much and we still don’t know what is really virtual? The world of virtual reality has started to push forward in our lives for years now. However, the final launch was given by the restrictions imposed by the Coronavirus pandemic. For over a year we have been forced to carry on our activities at home. The web has allowed us to stay in touch and to reach spaces and places otherwise precluded to us, even before Covid. However, what we found online is a wide range of diversified products, wrongly defined by the same name: Virtual Reality. But is it appropriate to define anything replacing the reality online as virtual? My name is Rossano Tiezzi, and this is my opinion, as Advepa Communication’s commercial manager and responsible for their InSYNX Virtual Fairs, Events and Showrooms products.

What is virtual reality?

If nowadays you type on any search engine “virtual reality”, the results that appear in front of you are thousands. This is because many people peddle their offers for virtual reality, but they actually do something else. Perhaps we should shed light on what actually is virtual reality. Not everything you find online is virtual. Virtual is not offered by people who propose websites, interactive maps or a particular zoom. Virtual reality concerns only those technologies that can transpose the real world into virtual and make you interact with it.

What is the issue then?

A neophyte, approaching this world for the first time, is not able to make distinctions. He could purchase a product that is not what he was looking for, if the price seems affordable. Obviously the price of a product that does not belong to virtual reality is lower than an actual virtual reality product. Its affordable price is the first expedient to make you fall into the trap.

How can you distinguish between the world of virtual reality and what is not? 

When you know the truth, it is easy to make this distinction. Virtual reality is everything that transposes reality into a three-dimensional space, and allows you to interact with it. Inside of a virtual space you can move through an avatar, and arbitrarily choose what to see and where to go. For instance, it is possible to speak to the other avatars we meet, or to open interactive menu bars. In some well-created spaces it is also possible to change TV channels, to light a fire, to change the pictures on the walls and to turn the lights on and off. In cases where you make use of oculus viewers, everything becomes even more interactive.

If the product we receive does not allow us to do so, then it is not actual virtual reality. In fact, there are some technologies that can simulate virtual reality, but they are not. For instance, the technique of photographs and 360° virtual tours. In this case, the user is immersed in a virtual reality, but can only look at the surrounding environment, without the possibility of interaction. Direction in space is not chosen by the user, but by the space itself. Therefore, you go from being an active user to being passive.

How can you overcome this issue?

Unfortunately the virtual market is not very clear at the moment. There are too many crafty people, who peddle as virtual things that are not, in order to be successful. I ask you: how can someone who truly deals with virtual reality impose himself on others?

To read more about virtual reality and augmented reality, click here