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Barrie Loberg
Most Creative People 2017

Barrie Loberg

Cofounder, DIRTT

For helping customers construct their future

Dirtt is a Canada-based company that designs and builds modular interiors for hospitals, universities, and other workplaces. To help clients create better spaces, Barrie Loberg, Dirtt’s resident tech expert, oversaw the development of a proprietary augmented-reality system that digitally super­imposes potential renovations over existing spaces: new cabinets, say, or different paint colors. Users of the software—the first of its kind in the construction industry—can even move walls around to get a virtual sense of how a new layout would impact the space and get updated price and schedule information as they make changes. Called ICEreality, it runs on Microsoft’s HoloLens and Google’s Tango platforms. “It’s about creating when you’re in the space, not sitting at a computer,” says Loberg, who revealed the software in June 2016. Since then, he has been using it with select clients and plans to expand once AR technology is more widely available. 

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