No, don’t imagine that sterotyped emoticon-style doll, which vaguely resembles you. What is created with Igoodi is another thing: it is your you, as you are, only in digital version. It has your sizes, your shapes, precise, precise.
Was born there prima Avatar Factory, 100% made in Italy. With a team of 25 people, it has opened its workstations for now at Milano (via Gaetano Negri 4) and to Torino (in the Green Pea multistore). This is where his large egg-shaped scanners are located, where he fits in to get his own photorealistic avatar.
He is the CEO of the company, Billy Berlusconi (yes, from the Berlusconi family, Paolo’s son, Silvio’s nephew), 39 years old, to explain to us how it works, starting with the basics: what’s the point of having your own avatar?
«The avatar, as we have understood it up to now, stylized and approximate, can be of little use. But we do something different: we create perfect copies, what comes out is you in digital version. It is a real “Body Identity”: a dataset that includes all the exact physical measurements of the person and a corresponding size chart, body mass indices and an analysis of one’s bodyshape. We are taking the first step and we are at the beginning of this market, but there can be many developments: if I create a smart body with all my physical information I will be able, for example, to be facilitated for online purchases and reduce the problem of returns. . Or I will be able to send my avatar to a tailor who is perhaps in another city without having to go there personally and thus be able to make me a perfectly tailored suit anyway. An algorithm then calculates the wellness index, complete with lean mass and fat mass, which could be used to send precise information to a nutritionist or dietician. We could use it to get advice on our image, to use it in a playful way, from social networks to videos ».
But can you practically explain to us what happens? How do I create this avatar? After I do it, where does it go?
“Well, doing it is very simple. You download an app and get a sort of voucher with which you go to one of our gates, for now, in fact, either in Milan or Turin. There, with that voucher, the body scanner is accessed and a photo will be taken with 180 cameras taking simultaneously. Nothing invasive, nothing dangerous. It is a fast and automatic system. Then the avatar will be found in the app and from there it can be interacted with a series of platforms or with other applications. It is not that there is a file to download, but certainly the avatar will be of whoever made it. Igoodi will simply “keep it alive”. The cost for the realization is 100 euros ».
But how did the idea for this business come about?
«The idea started in 2014. We are 4 guys, all Millennials, born and raised already in the digital age, used to moving between real life and virtual world. We have been doing research for years, developing this system, but we firmly believe that tomorrow we will need a digitization of the body. Never as this year have we experienced the importance of technology, the fact of being able to be everywhere, but all connected ».
What is your background?
«I have a degree in Business Administration from Bocconi, but everyone has different backgrounds. We move on so changing and fast realities and technologies that there are no ad hoc schools: I believe that, in an area like this, new professional figures can be born continuously, new jobs unthinkable a few years ago ».
You are part of an important family. How much and how did this affect your work? Was it any help? Sometimes a hindrance?
“I am aware that I carry an important surname with me. Mine is a family of entrepreneurs and I try to innovate and make my contribution. There are always pros and cons, but I live it very calmly and I am proud to be part of this great family. We all work and go ahead with our heads down ».
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