NowAR Lab
NowAR Lab is an 8-person WebAR, XR, and gamification studio in Valencia, Spain, building custom app-free augmented reality campaigns for brands, agencies, and institutions across retail, events, defense, and cultural sectors.
- Company typePrivate
- Founded2021
- HeadquartersTorrente, Spain
- Headcount1–10
- GTM typeB2B
- OfferingServices
What NowAR Lab does
NowAR Lab is a privately held WebAR, XR, and gamification studio headquartered in Torrent (Valencia), Spain, with a 8-person team. The company builds custom app-free augmented reality experiences for brands, agencies, and institutions, serving clients in retail, food & beverage, telecommunications, defense, cultural heritage, and government/public sectors.
The studio's core offering is bespoke WebAR development on a no-app browser-based platform built on WebGL, Three.js, photogrammetry, and AR tracking libraries for face, hand, and environment detection. A modular product portfolio spans Virtual Try-on, Gaming, Catalogues, Interactive Packaging, Culture Showcase, Arena Games, Stage Vote, Meal Time, and CanvasWorld. Notable productized campaigns include 'Spot The Coke' for Coca-Cola (40K+ unique players, 500K+ impressions), 'Smash The Burger!' for Goiko (70K+ unique players, 14-min average engagement), 'Turning Streets into Stadiums' for Orange, and 'Augmented Heritage' for Ajuntament de Viladecans.
Revenue is generated through bespoke project-based contracts typically spanning 3-6 weeks of development, with pricing tied to project complexity, 3D asset count, and scope. The go-to-market combines direct enterprise sales, channel partnerships with creative agencies (notably Hogarth Worldwide and Imaginamass), and event-driven activations. Geographic focus is Spain (Valencia region with Madrid expansion), with selective international exposure via defense and enterprise events such as FEINDEF 2025.
NowAR Lab firmographics
Firmographics- Name
- NowAR Lab
- Legal name
- NowAR Lab
- Website
- https://nowarlab.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- NowAR Lab is an 8-person WebAR, XR, and gamification studio in Valencia, Spain, building custom app-free augmented reality campaigns for brands, agencies, and institutions across retail, events, defense, and cultural sectors.
- Ownership category
- akta.pro rank
NowAR Lab industry classification
Industry- Product category
- Augmented Reality Development Services
- NAICS
- Custom Computer Programming Services (541511), Convention and Trade Show Organizers (561920)
- SIC
- Services-Computer Programming Services (7371)
- akta.pro primary industry
- Virtual Expo & 3D Booth Solutions (Show Floors, Digital Booths, Product Demos) (THAHAOAE)
- akta.pro secondary industries
- Virtual & Hybrid Event Platforms (Webinars, Virtual Venues, Event Hubs) (THAHAOAA), Event Mobile Apps & Second-Screen Experiences (Agendas, Messaging, Push, Check-in) (THAHAOAG), Virtual Worlds & Social Sandbox Experiences (persistent social spaces) (MPAFAIAG)
Keywords
Where NowAR Lab is headquartered
LocationHeadquarters
- HQ city
- Torrente
- HQ country
- Spain
- HQ region
- Europe
Offices2 records
Markets served
NowAR Lab business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D
Revenue model
- Custom WebAR Development Services: Bespoke WebAR development projects for brands, agencies, and events. Development typically takes 3-6 weeks from concept to launch. Projects include gamified experiences, virtual try-on, interactive packaging, and cultural heritage applications.
- Immersive Experience Creation: Creation of XR experiences, gamification activations, and interactive installations for retail, trade shows, festivals, sports events, and branded entertainment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom WebAR project development |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels3 records
NowAR Lab product offering
Product offeringCore offering
NowAR Lab is a WebAR, XR, and Gamification studio that designs and develops custom augmented reality experiences for brands, advertising agencies, and cultural institutions. Their offerings run directly in mobile browsers without app downloads, leveraging WebGL, Three.js, 3D modeling, and AR tracking to transform products, packaging, retail spaces, events, and heritage sites into interactive, measurable campaigns. Each project is bespoke, typically delivered in 3-6 weeks, and spans virtual try-on, gamified retail activations, interactive packaging, immersive catalogues, cultural digitization, and large-scale stadium/event AR experiences.
Product overview
NowAR Lab is a WebAR, XR, and Gamification studio offering a platform-plus-module product architecture. The core product portfolio consists of six flagship product lines — Virtual Try-on, Gaming, Catalogues, Packaging, Culture Showcase, Arena Games, Stage Vote, Meal Time, and CanvasWorld — which collectively provide immersive AR experiences for retail, trade shows, cultural institutions, live events, and branded entertainment. These are complemented by a library of named sub-product case studies (Spot The Coke, Smash The Burger!, Hundred Town, Augmented Heritage, XMAS Life, Turning Streets into Stadiums, Inside the Mission, Interactive Culture, and Virtual Try-On for TOUS) that demonstrate real-world campaign implementations. The platform is built on WebAR technology (no app downloads required), leverages 3D modeling, photogrammetry, volumetric video, and AI, and integrates with native browser camera and sensor APIs.
Differentiator
Problem solved
Functional benefit
Products and services
- Virtual Try-on
Quantifiable outcome
- 40,000+ unique players in 3 months for Coca-Cola WebAR campaign
- +5 more outcomes
Companies that use NowAR Lab
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles4 records
NowAR Lab technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature6 records
NowAR Lab partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Hogarth WorldwidecoreGlobal creative production agency that collaborates with NowAR Lab on WebAR projects for clients including El Corte Inglés and Orange. Hogarth serves as the agency bringing client projects that NowAR implements as the specialized WebAR development partner.
- ImaginamasscoreAgency partner for the Goiko Smash The Burger! WebAR campaign. Imaginamass brings the client brief and NowAR delivers the technical implementation.
- nowXPOminorCollaborated on the Interactive Culture digital museum project for URJC, with nowXPO proposing interactive displays and NowAR developing the WebAR experience.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
NowAR Lab competitors and assessment
Company assessmentDirect peers
- Rock Paper Reality: AR/WebAR studio delivering immersive campaigns, virtual try-on, and 3D/AR product visualization for global brands. Closely comparable services portfolio and target buyer.
- Marxent: AR/3D commerce platform and studio enabling virtual product visualization, configuration, and try-on for retail and home furnishings brands. Comparable in WebAR-for-retail execution.
- Zappar: WebAR creative platform and studio delivering no-app browser-based AR experiences for brands, retail, and packaging. Closest direct peer given shared WebAR-first positioning and brand activation focus.
- INDE: AR/VR experience studio producing large-scale immersive installations, AR activations, and content for brands, museums, and events. Comparable in cross-vertical AR campaign delivery.
- Sayduck: AR/3D platform for retail and consumer brands enabling product visualization, virtual try-on, and interactive experiences in web and mobile. Comparable in retail/brand AR focus.
- Aircards: WebAR-focused agency building no-app augmented reality campaigns for global brands across retail, FMCG, and events. Direct comparable in services model, WebAR specialization, and enterprise client mix.
- Alive Now: Immersive experience and WebAR agency producing interactive AR campaigns, virtual try-on, and gamified activations for major brands. Direct competitor in the same no-app AR campaign niche.
Broad incumbents
- Disguise: Extended reality production platform powering large-scale immersive experiences for live events, concerts, and brand activations. Adjacent broader incumbent in event XR experiences.
- 8th Wall (Niantic): WebAR development platform owned by Niantic providing the underlying tooling many agencies use to build browser AR experiences. Adjacent and broader incumbent — platform layer beneath studios like NowAR.
Emerging players
- Dimension Studio: Volumetric capture and immersive content studio with AR/XR activations for brands, sports, and entertainment. Emerging peer intersecting with NowAR on volumetric video in AR campaigns.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
NowAR Lab social profiles
Digital presenceNowAR Lab financial estimates
Financial estimateRevenue estimate
Valuation estimate
NowAR Lab leadership team
Management profileNumber of profiles
Profiles8 records
NowAR Lab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NowAR Lab M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NowAR Lab
What does NowAR Lab do?
NowAR Lab is a WebAR, XR, and Gamification studio that designs and develops custom augmented reality experiences for brands, advertising agencies, and cultural institutions. Their offerings run directly in mobile browsers without app downloads, leveraging WebGL, Three.js, 3D modeling, and AR tracking to transform products, packaging, retail spaces, events, and heritage sites into interactive, measurable campaigns. Each project is bespoke, typically delivered in 3-6 weeks, and spans virtual try-on, gamified retail activations, interactive packaging, immersive catalogues, cultural digitization, and large-scale stadium/event AR experiences.
Is NowAR Lab a public or private company?
NowAR Lab is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was NowAR Lab founded?
NowAR Lab was founded in 2021. It employs 1 to 10 people.
Where is NowAR Lab based?
NowAR Lab is headquartered in Torrente, Spain, in the Europe region.
How does NowAR Lab make money?
Two revenue lines are on record. Custom WebAR Development Services are the primary driver. The others are immersive Experience Creation.
Who are NowAR Lab's main competitors?
Direct peers on record are Rock Paper Reality, Marxent, Zappar, INDE, Sayduck, Aircards and Alive Now. Broad incumbents are Disguise and 8th Wall (Niantic). Dimension Studio is listed as an emerging player.
Does NowAR Lab have an API?
No public API is recorded for NowAR Lab.
What industry is NowAR Lab in?
NowAR Lab's product category is Augmented Reality Development Services. Its primary akta.pro industry code is THAHAOAE, Virtual Expo & 3D Booth Solutions (Show Floors, Digital Booths, Product Demos), with a secondary code of THAHAOAA, Virtual & Hybrid Event Platforms (Webinars, Virtual Venues, Event Hubs). Its NAICS code is 541511 and its SIC code is 7371.