Augmented Reality (AR) is an amplified reality characterized by the enrichment of human perceptions through the superposition of digital contents. It does not replace reality, but empowers it by adding information levels such as texts, images or holograms.

By providing strategic information on the surrounding environment, augmented reality is used in different situations, both at a professional level (doctors, military, aircraft and car pilots) and private during daily activities (games, simulation of the home environment, purchase of a product).

Virtual Reality (VR) is a simulated reality. From the actual environment, the user is catapulted into an alternative reality through the use of digital devices. Unlike augmented reality, Virtual reality completely replaces the real world by immersing the user in a graphically reconstructed imaginary environment or in a dimension recreated by 3D shootings. Being able to recreate immersive graphic settings, the virtual reality’s exploitations are numerous, primarily in the world of entertainment and videogames, but also in the fields of cinema and social networks (with 360 ° movies).

Companies can take advantage of augmented reality and virtual reality by using new promotion strategies to differentiate themselves from competitors.


  • Medical and health sector: increasing accuracy during operations, reducing medical errors and giving doctors and patients a better understanding of the issues in the medical field;
  • Automotive-motorcycle sector: the fields of application are innumerable, for example it is possible to obtain a virtual driving assistant thanks to innovative sensors and headlamps applied to the viewers or to the car itself. As a consequence, accidents can be reduced as well. Furthermore, through a satellite it is possible to identify any blocks due to traffic, the best route to reach the destination, alternative roads and even parking areas;
  • Tourism sector: Augmented reality contributes to make the experience of the journey even more extraordinary, thanks to hotel bookings with virtual tours of the structures and places to visit, thanks to the historical and structural information of the monuments, and by allowing the interaction with the piece of arts hosted in the museums;
  • Commercial sector: interactive mirrors to virtually fit clothes or test make-up, use voice commands for shopping, click and buy through app’s virtual tours or supermarkets without speakers… These are just some of the countless uses of Augmented reality in the commerce sector.
PMR Research Realtà Virtuale
Utilizzi realtà virtuale


  • Medical field: by gradually immersing the patient in the situation that generates panic or anxiety, fears and phobias can be medically treated;
  • Military field: from the parachute launch to the use of training visors;
  • Aitectural setting: through a VR viewer it is possible to immerse the user in the projects under construction. Through drawings in 2D, or even in 3D, it is impossible to perceive the proportions and dimensions in a realistic way, while through VR it is possible to move in the building and even to design it from the inside;
  • Educational / training area: for example, in order to discover prehistory, students could wear VR visors finding themselves in the middle of a pride of dinosaurs, or studying Roman Empire next to Julius Caesar, or setting sail with Christopher Columbus to discover America or still studying the human body by entering into it.