The basque company Scott & Irwin has strengthened its international growth strategy by opening its very first own space in Dubai, aimed at showcasing and developing solutions based on immersive technologies. Specialaizing in XR enviroments, which integrate virtual, augmented and mixed reality, as a strategy to expand into new international markets.
According to Iban Lozano, this move reflects a development consistent with the company´s recent trajectory, having been founded in 2024 in Donostia-San Sebastian. Since its inception, it has operated on projects with an international scope and has established a presence in the United Kingdom, while also building partnerships in the United States. The implementation in the Unites Arab Emirates, however, represents a qualitative leap, as it creates an operational base in the region. This enables the company to strengthen relationships with clients, provide direct technical support from within the region, and consolidate its international structure.
The choice of Dubai is part of a strategic rationale linked to its role as a global hub connecting Europe, Middle East and Oceania. High levels of investment in innovation, development of experiential retail, and the dynamism of sectors related to international events and advances industry make this enviroment a key platform for expanding activities in markets such as the United Kingdom and Australia, as well as for strengthening operations in the United States and consolidating its presence in the Middle East.
The new showroom emerges from a colaboration with Lazulite, a company specialized in technological insfrastructure and hardware. This partnership enables the integration of software development and immersive experiences with local technical capabilities, generating synergies both commercially and operationally. The agreement includes logistics coordination, process optimization, and improved response times, contributing to the delivery of more comprehensive and efficient solutions on an international scale.
One of the most significant milestones in the company´s recent trajectory has been its role as the main provider of interactive experiences for the official exhibition of Formula 1. This project, deployed across varius global cities, has represented a leap in technical demands and scalability, driving the professionalization of processes and the development of replicable solutions.
This learning is gradually being transferred to other areas, particularly the industrial sector. Modular solutions such as Irwin Wall and Irwin Table aregenerating demand due to their ability to transform spaces into interactive enviroments. Likewise, the development of three-dimensional digital twins enables the visualization of complex processes in commercial or exhibition contexts, while tools such as Irwin Assistant incorporate artificial intelligence to enable continuous conversational experiences within physical installations.
Despites its international expansion, the operational base remains in the Gipuzkoan capital. The main challenge lies in scaling in strategic markets without losing execution capacity or organizational agility, while diversifying application sectors such as industry, retail, healthcare and entertainment. At the same time, the company faces a structural issue shared by the tech sector: attracting and retaining qualified talent to sustain its development in the medium and long term.