Threedium, which specialises in 3D/AR high-fidelity assets has closes an $11m Series A funding round. The round was led by Interpublic Group and Olma Partners with additional support from Mesh Consensys, Reflexive Capital, Nirvana Family Office, Lyra Ventures, Edenbase, and Kinisis Venture Fund I.

The funds will drive the company’s progression of spatial computing and 3D content production on the web. They will also be used to deepen R&D into AI to further enhance the efficiency of 3D models and extend the company’s growth by bringing immersive storytelling to more global brands.

Threedium’s proprietary 3D and AR engine, Unlimited3D enables any B2C brand or LVMH retailer to display their goods as hyper-realistic 3D assets, allowing customers to interact with the product, zoom in or out, see it from any angle, try it on, change the colour, size or material before committing to purchase, all from the browser, with no need to download an app.

“The world of static 2D eCommerce is becoming archaic,” said Mike Charalambous, Co-founder and CEO of Threedium. “User behavior is evolving and brands striving for distinction recognize the need to meet consumer demands for enriched, customizable experiences on the spatial web. This new round of investment reinforces the trust investors place in our mission to revolutionize digital landscapes, equipping businesses with engaging and immersive capabilities.”

Through its own engine or APIs, Threedium allows for full autonomy and creativity in crafting, customizing, and scaling thousands of bespoke 3D assets and turnkey 3D solutions seamlessly across web, mobile, and digital media channels. It has also  developed a proprietary file format, .TUF, to block AI and web theft of 3D files, rather than other open-source platforms that put IPs at risk.

Brands using Threedium’s tech include Louis Vuitton, Rimowa, Fendi, Bulgari, Dior, Loewe, Girard Perregaux, Tommy Hilfiger, Samsung, Diageo, and NuOrder Lightspeed.