who we are
Award-winning creative technology studio
Sense - immaterial Reality (SiR) was born from the aerospace division of TXT e-Solutions, with advanced expertise in simulation, AR/VR, and immersive training systems. Today, with headquarters in Milan and clients across Europe and the United States, we are a leading force in fashion tech, luxury, and design. We create immersive brand experiences that foster emotional connections through storytelling, community, and personalization-driving engagement and differentiation. Immersive computing makes digital interactions more human by using space, movement, and sensory input. AR enhances engagement, spatial understanding, and memory.
our approach
Crafting luxury immersive solutions for forward-thinking brands.
Our experienced international team spans 8 nationalities and includes Brand Strategists, Creative Directors, 3D Artists, Developers, and Innovation Specialists, plus experts in AI, XR (VR/AR), Web & Mobile 3D, Digital Twins, UX/UI, Gamification, and Motion Design. We solve briefs through tech.
Collaboration
We really think collaboration is key
We work hand-in-hand with brands to bring unique digital vision to life
Sustainability
Our digital solutions have sustainability at their heart.
We help you to acheive your sustainability goals through smart digital solutions.
Technology & Creativity
We approach technology with a creative mindset.
Blending both means we can help your brand stand out from the crowd.
Measurable Results
Innovation without results is wasted effort.
That's why we provide measurable results that allow you to see the direct impact of innovation on your business.
Most Recent Activities
Lorenzo, Ana and Christopher at the Le Book & S—iR after party in New York.
Christopher at the Le Book & S—iR after party in New York.
Le Book Connections Milan 2025
Le Book Connections Milan 2025
Le Book Connections Milan 2025
Le Book Connections Milan 2025
Le Book Connections Milan 2025
Le Book Connections Milan 2025
Le Book Connections Milan 2025
Le Book Connections Milan 2025
Le Book Connections Milan 2025
Le Book Connections Milan 2025
Ana and Lorenzo making connections in Milan
Ana making connections in Milan
Le Book Connections Milan 2025
Christopher and Lorenzo in Dubai
Christopher and Lorenzo in Dubai
Christopher and Lorenzo in Dubai
Christopher presenting
Chris speaks on creative industry trends at Le Book NYC
Chris speaks on creative industry trends at Le Book NYC
Chris speaks on creative industry trends at Le Book NYC
Chris speaks on creative industry trends at Le Book NYC
Chris speaks on creative industry trends at Le Book NYC
Award Winning
award
project
year
The Lovie Awards - Gold Winner Immersive Features category for Best Brand Integration/Brand Strategy
Footlocker - 25th Anniversary
2024
The Webby Awards Nominee
Foot Locker AR City Takeover, Paris Olympic Games
2025
The Webby Awards - Official Honoree 2025 AI, Immersive & Games
Pupa Milano AR Pop-Up Store, Milano Fashion & Beauty Week
2025
Le Book Creative Awards - Gold Winner at Le Book Connections Paris, Milan, Amsterdam, Dubai & NY
Special Project & Innovation, Experiential
2024 2025
Our Partners
Mentions
Sense Immaterial Reality: Art Zuijderwijk nuovo CEO, la scintilla digitale diventa magia con fashion e lusso
Sense Immaterial Reality announces Art Zuijderwijk as new CEO, sparking collaboration in fashion and luxury
our team
Today, with headquarters in Milan and clients across Europe and the United States, we are a leading force in fashion tech, luxury, and design.
Art Zuijderwijk
CEO
Paolo Civardi
Chief Technology & Innovation Officer
Christopher James Barrett
Chief Commercial Officer
Lorenzo Pedergnana
Head of Graphics and Digital Creation
Federico Musante
Head of Tech and Products
Anastasiia Hrachova
Head of Communications & PR
Giorgia Bernasconi
Operations Manager
Leticia Acciarito
Head of Digital Fashion
Lorenzo Crespi
Business Developer – 3D & Digital Twin Solutions
Stefano Battistella
Tech Lead & Cloud Architect
Leonardo Lemma
Senior 3D Artist - Project & Team Lead
Davide Vetrano
Senior 3D Graphic Designer
Maurizio Biancucci
Senior full-stack 3D/XR Developer
Roberto Frau
Senior Back-End & Cloud Developer
Tom Lockyer
Creative Artist
Laetitia Lanvin Bech
3D Concept Artist
Manuel Salvadori
3D/XR Developer
Andrea Calegari
AR/3D Experience Designer
Riccardo Cambiaghi
Web Developer & Client Support
Giovanni Tomas
Senior 3D Tech Designer
Francesca Massa Saluzzo
Marketing & Communications Intern
Gabriele Tavella
Commercial Assistant
our clients
Trusted by leading industry players
Chosen by top names in fashion luxury, design, and art industries.
