The term `phygital` is a modern English neologism, succinctly defining the transition from a physical object to a digital experience. To illustrate, imagine visiting an official Serie A club store, buying an item, and then checking its labels. One of these labels will feature a scannable QR code. This code allows you to instantly verify the authenticity of the product in your hands. This essential service is currently utilized by prominent clubs such as Milan, Roma, Atalanta, Bologna, and Fiorentina, among others. It`s powered by Lab-go, a startup based in Bovisio Masciago, a small town in Brianza, which in just a few years has secured contracts with the elite of Italian football and is now expanding its horizons across Europe.

Brand Protection and Certification

The process described above is known as `brand protection`. The QR-equipped label serves as a vital tool, protecting manufacturers, licensees, and customers alike from counterfeiting. Unlike previous, easily replicable, and untraceable holograms, Lab-go`s QR codes are virtually impossible to duplicate. They offer unique, one-time scans: once the authenticity certificate is displayed, it cannot be viewed again, ensuring a “one-shot” verification.

The Story Behind Lab-go

The concept originated from Ivan and Mirko Brignani, a father-and-son duo: Ivan patented the technology, and Mirko brought it to market. The startup officially launched in 2022, achieving a turnover of just over one million euros by the end of 2024. Lab-go currently operates from two offices: its main base in Bosisio Masciago, Brianza, and an IT Tech and design hub in Genoa. The initial QR codes were designed on the family veranda in Brianza; today, they appear on the jerseys of teams playing in the Champions League and leading the Serie A standings. Mirko Brignani, CEO & Co-founder of Lab-go, explains: “Before 2020, QR code popularity stood at only 20% among smartphone owners, and only 40% of phones had built-in readers. Then came Covid, and the Green Pass system, utilizing QR codes, was adopted universally. From that point, all phone cameras integrated QR code reading technology. This led to an explosion in QR code awareness: 80% of people now know and use them.” He adds, “In 2021, Luca Ascari (now CRO), a specialist in Brand Protection, joined as a partner. His client portfolio included both football teams and music bands.”

Engaging with Fans

Atalanta was the first club to recognize the innovative potential of this system, quickly followed by almost all other top-tier Italian championship teams. Lab-go then set its sights on foreign leagues, other football-related brands, and the music market, particularly leveraging fan engagement. From Metallica to Iron Maiden, a scan via “Fancards” allows fans to enter a digital world, offering participation in contests and the chance to win exclusive prizes. This concept is soon to be integrated within stadiums as well.