From static messaging to intelligent touchpoints: urban and retail spaces become AI- and AR-powered journeys that drive measurable action.
Born from an insight at the intersection of advertising and technology, German Picco — an entrepreneur with a background in fashion — created IORIA, a platform redefining the boundary between promotion, shopping, and urban space. “The idea came a little over a year ago,” he explains, “by observing how people live in and move through cities.” Two core intuitions shaped the project: giving technology an empathetic, dialog-driven role (not just visibility), and helping brands move beyond static messaging to build real interaction between consumer and brand.
Headquartered in Gallarate, IORIA is a software ecosystem that combines artificial intelligence and augmented reality, layering onto hardware already present in urban and commercial environments — digital totems, LED walls, shop windows, shelters, interactive mirrors, and self-service machines — turning them into intelligent touchpoints. Here, users don’t simply watch an ad: they can virtually try products, engage with the experience, and complete a purchase in real time. “It’s a billboard that doesn’t speak to everyone in the same way—it recognizes who it’s in front of and guides them all the way to conversion,” Picco says. Integrated with brand systems, it enables one-click payments, in-store pickup, or home delivery, and is designed to perform in high-traffic contexts such as airports and events.
Launched with an initial investment of around €1M, IORIA is targeting €40–50M in revenue by 2028 and is already working on a new release designed to transform each physical touchpoint into an intelligent agent — capable of interpreting human intent and guiding users toward measurable action.
Designed as a cross-industry platform, IORIA is expanding across multiple sectors and use cases — from experiential retail to urban advertising and smart-city initiatives — with upcoming installations in Milan and next steps focused on international expansion across the United States, Brazil, and the Middle East.
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