Immersive technology, artificial intelligence, and a new model for live experiences. the usual neXt integrates proprietary hardware, automation software, AI, and original content into an ecosystem that is unique in Europe.
49.4% of young Italians aged 18 to 25 experience anxiety or depression, largely linked to digital hyperconnection. In an era where human connections are eroding, we chose to build a company that uses immersive technology to bring people back to shared experiences in the physical world.
This is not a manifesto. It’s a business model. Our geodesic and inflatable domes—equipped with 360° fulldome projection, automation systems, and original content—are environments where people look up from their screens, interact with each other, and experience something that can’t be replicated on a smartphone.
the usual neXt’s innovation isn’t a single piece of technology, but the vertical integration of proprietary hardware, automation software, artificial intelligence, immersive content, and a distribution model that together create an ecosystem with no equivalent in the European landscape.
Product innovation
A proprietary automation platform turns each dome into a semi-autonomous node that can be managed remotely. A single operator can supervise up to 15 installations—content, climate control, lighting, diagnostics, and predictive maintenance. This isn’t an incremental improvement—it’s a structural leap in scale. First patent in preparation.
Cameras and sensors detect the audience’s positions and movements and translate them into inputs that modify visuals, audio, and lighting in real time. The audience doesn’t just watch the experience—it co-creates it. Privacy-by-design architecture: no identifying or biometric data. Second patent in preparation.
Wearable devices detect physiological parameters in real time—heart rate, heart rate variability, skin conductance—and software adapts the immersive environment accordingly. The person’s body speaks to the dome. The dome responds to the body. A field of applied research with few parallels in Europe.
A proprietary production pipeline integrates generative AI into the 3D workflow, reducing time and costs without sacrificing professional quality. The result is a growing library of original content—feature films, shows, immersive documentaries, spatialized podcasts—that creates a significant barrier to entry for any competitor.
The numbers
Three lines, three markets, one infrastructure
Transforms the outdoor areas of bars and restaurants into immersive environments that spark conversation and interaction. The projections tell stories, create atmospheres, and—with the interactive system—require collaboration among the people inside. Technology is the container; social connection is the product.
Discover Social TableDomes as controlled sensory environments for psychologists, physiotherapists, and holistic practitioners. Relaxation sessions, guided meditation, and therapeutic pathways in an immersive space that differentiates the offering and increases patient loyalty.
Discover Soma-RealeTouring fulldome edutainment for schools on astronomy, ecology, history, and digital education. It’s not a mobile planetarium: it’s a format that competes with the smartphone for attention—and wins.
Contact usA network of vetted international suppliers that ensures dome purchase costs far below standard European channels. In parallel, a growing library of fulldome content—including a feature film in post-production—produced in-house with an AI-enabled pipeline.
The proprietary platform enables a single operator to supervise up to 15 domes across the territory: content launch, climate control, lighting, diagnostics. The company’s first patent is in preparation.
Sensors and cameras translate audience presence into inputs that change projections, audio, and lights in real time. Privacy-by-design architecture—no identifying data. The second patent is in preparation.
Wearables detect physiological parameters in real time. The dome adapts to the person’s emotional state. A closed loop between body and environment with no precedent in the industry, with applications in wellbeing and therapy.
AI analyzes the audience in aggregated, anonymous form, adapting visuals and sound to maximize emotional impact. Environmental sensors, predictive maintenance, operational data: each dome becomes an intelligent infrastructure that improves autonomously.
the usual neXt’s intellectual property includes two patents in preparation (remote automation and privacy-by-design interactivity), trademarks in the process of being filed with EUIPO, a steadily growing library of fulldome content, and Luna Dolph—a 3D virtual influencer and the protagonist of the company’s first fulldome feature film, The Lost Echo, currently in post-production.
The proprietary TholusOne app, available on iOS and Android, manages community and bookings and is evolving into a direct-sales platform.
On the international collaboration front, the project currently in the pipeline is an intercontinental fulldome tour dedicated to the digitization of African art, co-produced with AAinD – African Art in Digital. The team also has a direct link to the SARAVÁ artistic collective, whose portfolio includes the first immersive exhibition produced in India and a project digitizing Ukrainian architecture supported by the governments of Italy and Ukraine.
These collaborations position the usual neXt at the intersection of immersive technology, cultural heritage, and cultural diplomacy—a fast-growing segment where demand for innovative formats far exceeds supply.
the usual neXt is not a company that sells technology. It’s a company that uses technology to solve a concrete, profound problem: the loss of real-world social connection in the age of digital connectivity.
Every dome we install is a space where people lift their eyes from the screen. Every fulldome experience is a shared moment that can’t be replicated on an individual device. Every school program is an hour in which young people discover that the real world is more interesting than any feed.
Our ambition is to build the European benchmark for immersive experiences that generate authentic human connections: a scalable infrastructure of intelligent domes, proprietary content, and artistic collaborations that brings this vision to cities, schools, therapy practices, and cultural spaces across the continent.
Technological innovation—especially the automation platform that makes domes autonomous and the interactivity system that makes them feel alive—is what turns this vision from aspiration into a scalable, sustainable business model.
We’re always open to conversations with those who share our vision.