In Conversation: Dorian Lazzari on His 5.1 Trillion-Cube World of Spatial Web
What if the entire world could be mapped, connected, and enriched with immersive digital layers, all anchored to the ground beneath our feet? This is the vision driving Dorian Lazzari, CEO and co-founder of Cubish, and a pioneering voice in the rise of the Spatial Web.
Cubish divides the planet into over 5.1 trillion geolocated cubes, each acting as a container for interactive, location-based experiences that merge the physical and digital worlds. These “Cube Domains” promise to transform industries from retail and tourism to education and entertainment, reshaping how people live, work, and connect.
After four years of stealth development, including one of the most complex software patents ever filed, Lazzari and his team have brought Cubish online. In this exclusive interview, he shares the journey behind Cubish, the challenges of leading 26 co-founders, and his vision for a future where the Spatial Web becomes part of everyday life.
The journey
Your passion for technology began at a young age. What was the decisive moment that pushed you toward immersive technology and the Spatial Web?
Dorian: There wasn’t a single decisive moment. It was a gradual path. Immersive technologies, especially augmented reality, fascinated me from the beginning because they felt like magic. Over time, what we now call the Spatial Web became the natural direction to pursue. A way to enable broader adoption. To make these technologies accessible to more people, we had to start with something less immersive but well-structured And that’s exactly why Cubish was created.
You spent four years in stealth mode before launching Cubish. What made you dedicate so much time and energy before going public?
Dorian: Cubish was a mental challenge for the entire team. We didn’t want to simply build something new and technically complex; we wanted to lay the groundwork for future evolution. Especially for immersive technologies and integrations with smart glasses. That made the process longer, since Cubish’s entire logic had to be designed with the future in mind.
On top of that, I’ve always placed great importance on intellectual property. We spent a full year drafting the patent, which is now pending, to protect not only what Cubish is today but also what it can become tomorrow.
About Cubish
For readers who are new to the concept, how would you describe Cubish in the simplest possible way?
Dorian: The guiding vision for the team is that of a geolocated social platform.
What sets Cubish’s approach to the Spatial Web apart from existing AR or mapping platforms?
Dorian: Most current platforms, like Google Maps, Apple Maps, Niantic, or Snap AR, operate on a single content layer. Imagine it as a transparent sheet placed over the real world. All digital content has to sit on that sheet. If multiple users or brands add content in the same location, it overlaps or clashes. Thereby, creating visual chaos and limiting personalisation or collaboration.
How Cubish Powers the Spatial Web
Approach
- The world is divided into unique geolocated cubes.
- Within each cube, multiple independent Cube Domains can exist, each with its own content, without interfering with one another.
- Every Cube Domain can be customised and managed separately.
- Cube Domain expansions allow domains to extend their presence beyond their original cube location, anywhere on Earth, increasing the reach of experiences.
Key benefits
- Parallel content without conflicts.
- Personalised experiences filtered to each user.
- Future scalability across 5.1 trillion cubes.
- Smart organisation, similar to how search engines rank web domains.
- Advanced contextual experiences that respond to users’ physical environment.
In short, while traditional platforms force everyone to share a single digital sheet, Cubish transforms every physical space into a multilayered digital ecosystem. Managed by its users, designed for personalisation, and ready for growth.
How do you see Cube Domains transforming industries like retail, tourism, and education?
- Retail: stores can enrich their spaces with offers, virtual showrooms, interactive paths, and digital assistants, visible both on-site and remotely. With Cube Domain expansions, products can be showcased anywhere interest exists.
- Tourism: Cities and historical sites can be explored with geolocated content, guided tours, historical memories, and multilingual storytelling, turning every place into a living story.
- Education: schools and universities can integrate interactive learning tied to physical contexts, making lessons more engaging and bringing students back to campuses, preventing depopulation.
From the Founder’s Perspective
As CEO of a startup with 26 co-founders, what has been your biggest leadership challenge, and how did you overcome it?
Dorian: One of Cubish’s unique aspects is that all 26 co-founders, including two companies, joined through work-for-equity. They invested their time and skills in return for shares, showing strong belief in the project’s vision. The challenge was integrating all the necessary resources, not as employees, but as core parts of the project itself.
We used LinkedIn to carefully select the right talent and build a cohesive team aligned with the vision. On 24 January 2025, in Milan, Cubish S.r.l. was officially founded with its 26 co-founders.
What skills or qualities should future founders in immersive technology develop to succeed?
- Long-term vision: understanding where technology will be in 5–10 years and building the foundations in advance.
- Operational resilience: navigating hype cycles and slowdowns without losing direction.
- Technology and security: creating robust platforms that listen to the market and users, safeguard privacy, and respect regulations to ensure sustainable adoption.
Technology and Security
With such a vast digital grid, how do you ensure security, privacy, and ethical use of Cube Domains?
Dorian: Cubish uses Jubenda services for privacy, policies, and contracts, all configured in compliance with international regulations.
What role do you see AI playing in enhancing Cubish’s capabilities?
Dorian: AI will be a key accelerator. It can recommend relevant content, generate personalised Cube Domain experiences, create optimised 3D assets for AR, and improve content indexing within the Spatial Web. Even today, we encourage its use as a tool to brainstorm ideas for Cubish or to enhance Cube Domain experiences.
Looking Ahead
What’s the latest Cube Domain feature or addition that excites you most?
Dorian: Cubish went online on 9 July 2025. At this stage, we’re still gathering feedback from early users. More than a single feature, what excites me and the team is finally seeing the project live, both on the web and through the Android and iOS apps.
If Cubish fully achieved its vision, what would a typical day look like for an average user in 2035?
Dorian: A user puts on lightweight smart glasses and automatically accesses Cubish. On their walk to work, contextual information seamlessly overlays the landscape: events, offers, optimised routes. The user can switch between Cube Domains without leaving the app, exploring multiple layers of content in the same place without collisions. Social interactions and digital information blend fluidly with the real world, powered by GPS, image analysis, AI, AR, and of course Cubish’s advanced features.
Personal Insights
Building Cubish required over 100,000 hours of development. What’s the most important personal lesson you’ve learned so far from this journey?
Dorian: I’ve learned that vision is essential, but consistency matters even more. In long-term projects, it’s not the initial idea that makes the difference, but the ability to stay committed to a goal, adapting to technological changes without losing the essence of the project.
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