What Way Experience does

Way Experience (WAY Srl) is a Milan-based Creative Cultural Enterprise founded in 2019 that produces cinematic-quality Virtual Reality (VR) and Mixed Reality (XR) experiences for cultural heritage, education, and corporate clients. The company builds immersive narrative content combining historical and scientific storytelling with 360° cinematic CGI production, deployed via headsets during guided walking tours at heritage sites and indoor venues across at least ten Italian cities including Milan, Turin, Genoa, Florence, Pavia, Assisi, Pietrasanta, Perugia, and Syracuse, with international extensions including a Marco Polo VR Experience shown at the China World Art Museum in Beijing. Its core technology stack comprises a custom XR production studio covering strategic design, concept development, 3D modeling, animation, 360° filming, interaction code, and deployment, including a proprietary VR 360° Cinematic CGI pipeline that simulates real cinematography in fully computer-generated environments. The company has produced roughly twenty named cultural experiences (Inside Monet, You Are Verdi, You Are Darwin, Marco Polo, Caravaggio, Miró, Brunelleschi's Dome, Michelangelo's David, Moby Dick, Siracusa, The R-Evolution Park, and others) and reports that more than 250,000 people have experienced its VR.

Way Experience monetizes through five distinct streams: per-ticket consumer VR cultural tours (€5–€29 per person), private group bookings for schools and organizations, discounted school educational programs, custom enterprise VR/XR projects delivered through the XR Studio for corporate training, marketing, events and trade shows (with hardware rental optional), and licensing/content production engagements for cultural institutions, museums, and government entities. Distribution is split between self-serve booking via its multilingual website (Italian, English, French) with Bokun and Regiondo widgets, partner-venue ticketing (e.g., ticket.duomomilano.it), and B2B outreach led by a dedicated relationship manager; international reach is extended through the Italian Ministry of Foreign Affairs (MAECI) and Italian Cultural Institutes. Notable institutional clients include Veneranda Fabbrica del Duomo di Milano, Treccani, Fondazione Brescia Musei, Teatro alla Scala, Ospedale Pediatrico Buzzi, Università Statale di Milano (BIOMETRA department), ANCE Belluno, AWS, Elnos (IKEA Group), and Istituto Tosi, alongside strategic co-development partners WWF Italia, Beside/Elisabetta Dami, and Ospedali Dipinti for the Hospital Art Tech Care healthcare-vertical initiative. The company is privately held, has secured two institutional rounds from Fondazione Social Venture Giordano Dell'Amore (2023 at a €5.8M pre-money valuation and June 2025 at approximately $573,805), and operates from a single headquarters at Via Pordenone 8, Milan, with a workforce of 11–50.

Name

Way Experience

Legal name

WAY Srl

Website

https://wayexperience.it

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Way Experience is a Milan-based VR/XR studio founded in 2019 that produces cinematic immersive cultural, educational, and corporate experiences delivered as headset-guided tours and bespoke installations across Italian cities and internationally. It serves cultural institutions, schools, enterprises, and government clients including MAECI, AWS, Treccani, and Teatro alla Scala.

Ownership category

akta.pro rank

Product category

Immersive Cultural Experiences

NAICS

Historical Sites (71212)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Virtual Field Trips & Experiential Learning Environments (Museums, Geography, History) (EDAFAJAG)

akta.pro secondary industry

Metaverse & Social Virtual Worlds (BPAMAKAF)

Keywords

• Immersive VR experiences
• Cultural heritage VR
• XR content production
• Mixed reality experiences
• Educational VR programs

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Consumer Experience Bookings: Direct ticket sales for VR cultural experiences (Inside Monet, You Are Verdi, Duomo Highlights Tour, etc.) priced per person. Tours available in multiple Italian cities with guided cultural narration combined with VR immersion.
2. Private Group Tours: Booking of private tours for schools, companies, and organizations with customized experiences. Contact-based pricing via form submissions.
3. Custom VR/MR Projects for Enterprises: Bespoke VR and XR production for corporate clients including training applications, marketing experiences, events, corporate museums, and trade show installations. Full-service from design to deployment including hardware rental options.
4. School Educational Programs: Discounted VR educational programs for schools including in-city cultural tours and in-classroom activities. Modular packages with learning objectives aligned to curriculum.
5. B2B Institutional Projects: VR experiences for cultural institutions, museums, and government entities including content production, licensing, and deployment support.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Way Experience (WAY Srl) is a Creative Cultural Enterprise founded in 2019 in Milan that creates and produces immersive Virtual Reality (VR) and Mixed Reality (XR) experiences for cultural heritage, education, and corporate sectors. The company produces cinematic-quality VR content combining immersive storytelling with cultural, historical, and scientific themes, delivered through public walking tours at Italian heritage sites and through bespoke VR/MR projects for museums, schools, enterprises, and government institutions.

Product overview

Way Experience is a Creative Cultural Enterprise (ICC) founded in 2019 in Milan, specializing in immersive Virtual Reality (VR) and Mixed Reality (XR) experiences for cultural, educational, and corporate sectors. The core product portfolio consists of public walking tours and immersive VR cultural experiences at heritage sites (including Duomo Highlights Tour, Inside Monet, You Are Verdi, You Are Darwin, Brunelleschi's Dome, Marco Polo VR Experience, Caravaggio VR Experience, and The R-Evolution Park). Adjacent offerings include Progetti Scuole (school VR programs) and custom enterprise solutions. Custom projects are delivered through specialized modules: Hospital Art Tech Care (healthcare humanization combining art with AR/VR), Didattica Immersiva (custom VR education for schools), VR 360 Cinematic CGI (cinematic CGI VR production), and XR Studio (custom VR/MR production for training, marketing, and events). The company operates across multiple Italian cities and internationally, including China.

Differentiator

Problem solved

Functional benefit

Products and services

• Inside Monet A cultural VR experience dedicated to Claude Monet's life and art, allowing 360-degree immersion into iconic Impressionist masterpieces through Virtual Reality. Features outdoor walking tours combined with VR immersion at iconic locations, offered in Italian, English, and French.
• You Are Darwin An indoor VR tour at Museo Kosmos, Pavia presenting Charles Darwin's Theory of Evolution through immersive stations, covering the voyage on HMS Beagle from Amazon forests to Galapagos Islands. 75-minute experience developed with ADMaiora, University of Pavia, and VIS.
• You Are Verdi

Quantifiable outcome

• 250,000+ people have experienced VR with WAY
• +3 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Ospedali DipinticoreStrategic or Co-development PartnerBenefit Corporation founded in 2012 by artist Silvio Irilli, specializing in hospital humanization through art. Partnership to create Hospital Art Tech Care solution combining physical murals with AR and VR experiences.
• ADMaioraminorStrategic or Co-development PartnerPartner for You Are Darwin project at Museo Kosmos, University of Pavia.
• Università di PaviaminorStrategic or Co-development PartnerUniversity partner hosting You Are Darwin VR experience at Museo Kosmos.
• VISminorStrategic or Co-development PartnerPartner for You Are Darwin VR experience project.
• Beside / BesideBookscoreStrategic or Co-development PartnerCreative partner for La Leonessa Racconta project, responsible for concept and character design including Leonessa Lea character created by Elisabetta Dami (Geronimo Stilton creator).
• InvelonminorStrategic or Co-development PartnerCollaboration for immersive VR educational offerings integrating validated educational content, active learning methodologies, and reliable immersive technologies for schools.
• WWF ItaliacoreStrategic or Co-development PartnerStrategic partner for The R-Evolution Park project, providing scientific credibility and content for sustainability and environmental education experiences.
• MilanoGuidaminorStrategic or Co-development PartnerPartner for The R-Evolution Park project at Museo Civico di Storia Naturale di Milano.
• Istituto della Enciclopedia Italiana TreccanicoreStrategic or Co-development PartnerCollaboration for Marco Polo VR Experience ensuring high philological accuracy and scientific credibility of historical content.
• Ministero degli Affari Esteri e della Cooperazione Internazionale (MAECI)coreStrategic or Co-development PartnerGovernment partner for Italia è Moda project to promote Made in Italy fashion worldwide through Italian diplomatic network.
• Ambasciata d'Italia a PechinocoreGTM or Marketing PartnerItalian Embassy in Beijing supporting Marco Polo VR Experience and Italia è Moda distribution in China.
• Istituto Italiano di CulturacoreChannel Partner/ Reseller/ DistributorDistribution channel for cultural VR experiences in international markets through Italian Cultural Institutes worldwide.
• Silvio IrillicoreStrategic or Co-development PartnerArtist founder of Ospedali Dipinti, creator of site-specific murals for Hospital Art Tech Care project. Presented hospital humanization project at UN in 2025.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Musement: Musement (now part of TUI Musement) is a global tours-and-experiences marketplace aggregating cultural activities, including some immersive offerings. Broader peer — overlapping distribution channel and B2C consumer base for cultural experiences in Italy but not VR-specialized.
• teamLab: teamLab is a Japanese interdisciplinary art collective producing large-scale immersive digital-art installations (Planets Tokyo, Borderless Shanghai, SuperNature Macao). Broad incumbent in immersive cultural experiences — overlapping audience and venue-operator customers but at much larger scale and more global footprint.

Direct peers

• Culturespaces (Atelier des Lumières): Culturespaces operates Atelier des Lumières (Paris), Bassins de Lumières (Bordeaux), and Atelier des Lumières NYC — permanent immersive-art venues dedicated to digitally reinterpreting artists (Klimt, Monet, Van Gogh, Dalí). Direct peer in monetizing immersive digital-art cultural experiences, primarily B2C ticketed venues.
• Frameless: Frameless is a London-based permanent immersive-art venue presenting classical artworks reinterpreted through projection mapping, interactive, and XR technologies. Direct peer in immersive cultural-art experiences with comparable ticketed-venue model.
• Wonderspaces: Wonderspaces operates rotating immersive-art exhibitions in Philadelphia, Austin, and Scottsdale, partnering with artists for installations. Direct peer in ticketed immersive cultural-experience venues, though with less VR-headset-mediated content.
• Gedeon Experiences: Gedeon is a France-based immersive-VR studio producing themed virtual experiences for entertainment and cultural venues. Direct peer in cinematic VR-experience production and venue-based monetization.
• ARTECHOUSE: ARTECHOUSE operates permanent immersive art-tech venues in Washington DC, NYC, Houston, and Miami combining projection mapping, XR, and AI with curated cultural programming. Direct peer: same business model of monetizing immersive XR cultural experiences to consumers and cultural institutions, though at significantly larger venue scale.

Regional players

• Tiqets: Tiqets is a Netherlands-headquartered ticketing platform specializing in museums and attractions, including a curated 'immersive experiences' category. Comparable as distribution/reseller for cultural experiences but does not produce VR content itself.

Emerging players

• Quazar: Quazar is an Italian immersive-technology studio producing VR and XR experiences for cultural and corporate clients. Closest domestic Italian peer — overlapping target customers (museums, brands) and geographic market.
• HTC VIVE Arts: HTC VIVE Arts is HTC's cultural-VR initiative producing and distributing VR museum experiences (e.g.,合作 with Musée d'Orsay,故宫). Comparable as a technology partner/distributor in cultural VR rather than direct competitor; relevant peer for ecosystem benchmarking.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wayexperience

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Way Experience