About Us

Hello and welcome to my Store -

My goal is to see Augmented Reality & Virtual Reality gain adoption by helping brands, developers, studios or whomever else get informed on the next revolution. In addition you can shop on my store for beautifully designed AR&VR gear. 


I am the president of Zone 3 (Virtual Reality) and the founder of 'Merchlar', a company that pioneered the Augmented Reality (AR) and Virtual Reality (VR) sector in Canada. A Co-Founder and former partner at 5thWall agency and the Montreal Chapter President of the VR/AR Association. I am also a bilingual keynote speaker and have presented at several international conferences including SXSW, C2, G20, Capital Innovation Défi MTL etc. My award-winning agencies, have built immersive experiences for a number of high profile global brands such as Universal Pictures & Twitter.

Considered a thought leader in the field of AR & VR, I write a technology blog on Huffington Post.

I started my carreer in the music industry where I co-founded Monumental Records with Miriam Moufide and Bassil Silim Jones. Founded in 2005, Monumental Records, a division of Universal Music Group, produces Pop, Hiphop, Dancehall and Reggae music for acts such as Empire I. Monumental records has released 6 albums for Empire I and produced over 100 TV placements for global Ad campaigns (Pantene, Cover Girl, MTV, HBO, NBC, ABC) and a TV show with Musique Plus in Canada. In addition, we put together events with OUTKAST, DJ Lantern, The Roots, Collie Buddz and others. The label also produced several innovative marketing initiatives such as world's first Augmented Reality app for an artist.

If you are a passionate about VR/AR please make sure to watch my weekly show //SURGE FORWARD// and join the VR/AR association.

My Story:

My inspiration came when I was 8 years old, watching an anime called Akira. Set in post-apocalyptic Tokyo, the movie showcases futuristic technologies, including holograms and Augmented Reality. From then on, I was hooked. I would imagine a world where everything around me was overlayed with digital content.

Since then, I have dedicated myself to making it happen. My companies create immersive experiences through engineered art. By mixing technology and creativity to break the boundaries between the physical and the digital worlds.

A concept I call //SURGE FORWARD//