CEO @ XO Digital Labs at Hyperloop
Dirk Schart is Head of PR & Marketing at the Augmented Reality startup RE'FLEKT and has built the 2012 founded tech company into a globally recognized brand in the field of enterprise Augmented Reality. Dirk has over 15 years of experience in PR and media/influencer relations, as well as in growth and networking strategies for startups and corporates. For Hyperloop Transportation Technologies in Los Angeles, he coordinates the global AR and VR innovation projects as their HyperLeader.
Dirk is the co-author of the top-rated book "Augmented and Mixed Reality", cited and named by leading media such as TechCrunch, VentureBeat, Huffington Post or Wired, and regularly publishes on the WeAreAR blog. Previously, he assisted aviation start-up SkyWork with communication and change management during the growth phase and was honored for his "connect & climb" strategy. Dirk holds degrees in communication science, marketing, and business administration and is a Certified Scrum Master.
At the beginning of Augmented Reality, points of discussion with clients centred on fascination but lacked understanding of what the technology could do for them. Without a goal, AR was a gimmick, a concept without a purpose. Nowadays it is different, and AR is surpassing the enabler stage and is becoming increasingly accepted as the expected by consumers – finding its way into every sector because of it.