Building Realities Beyond Screens
We started with a question that wouldn't leave us alone: what if learning didn't have to happen in flat, boring environments? That curiosity turned into Roadovaex Labs, where we build AR and VR experiences that actually make sense for people who need to learn complex things.
How This Started
Back in 2024, three of us were sitting in a cramped office in Córdoba, frustrated with how educational technology looked the same everywhere. Videos, slides, quizzes. Repeat. We'd all worked in different parts of tech and kept coming back to the same problem.
Training programs cost a fortune but didn't stick. People forgot what they learned almost immediately. And the truly hands-on stuff? Too dangerous, too expensive, or just plain impossible to practice safely.
So we built something different. Not because we had this grand vision, but because we were annoyed enough to try. Our first AR training module was for medical students learning anatomy. It was clunky and crashed half the time, but when it worked, students got it in ways textbooks never achieved.
That's when we realized we weren't just building software. We were creating spaces where people could fail safely, practice endlessly, and actually remember what they learned.
What Drives Our Work
These aren't values we put on a wall. They're the things we argue about in meetings and use to make decisions when there's no obvious answer.
Reality Over Hype
VR and AR get overpromised constantly. We build what actually works and tell you straight when something isn't ready yet. Our clients appreciate knowing what they're getting.
Learning That Sticks
If people forget it in a week, we failed. We design experiences that create actual memory formation through spatial learning and muscle memory practice.
Accessible By Design
Fancy technology means nothing if only some people can use it. We build for different abilities, different devices, and different comfort levels with tech.
The People Behind It
Small team, diverse backgrounds. We argue about design choices, celebrate when something finally works, and genuinely care about the people using what we build.
Leif Sundqvist
Former game developer who got tired of making entertainment and wanted to build something that mattered. Handles the complex stuff that makes immersive environments actually function smoothly.
Tamsin Blackwell
Background in cognitive science and instructional design. She's the one who makes sure our experiences actually teach something instead of just looking impressive.
How We Actually Work
We don't pitch VR solutions. We listen to what's not working in your current training or education setup, then figure out if immersive tech actually helps. Sometimes it doesn't, and we'll tell you.
Within weeks, you're testing a rough version with actual users. We learn more from watching someone struggle through a prototype than from months of planning in isolation.
Your needs will change. Technology will evolve. We structure projects so you can add modules, update content, and scale without rebuilding everything from scratch.
Pretty analytics dashboards are useless if they don't connect to outcomes. We track completion rates, knowledge retention, and actual behavior change in real environments.
Why Córdoba, Why Spain
People ask why we're based here instead of Madrid or Barcelona. Honestly? Lower costs mean we can take on more experimental projects. And Córdoba has this mix of historical perspective and modern infrastructure that keeps us grounded.
We're close enough to major European markets for client meetings, but far enough away that we're not caught up in the startup scene noise. Plus, the talent coming out of southern Spanish universities is underrated and eager to work on meaningful projects.
Our office in Edf. Baobab isn't fancy, but it has space for testing equipment and enough room that people can actually think. We're expanding our team slowly throughout 2026 as projects develop.
