Gianluca Memoli (Reader in Sound-Based Interactions, School of Engineering and Informatics) is the founder of Metasonixx Ltd, a university spin-out company, developing technology that allows us to use sound in new and innovative ways.

When Gianluca arrived in Shepherd’s Bush, London, in 2005, the noise kept him awake at night. As he lay there unable to sleep, he realised he couldn’t be the only one. This sparked a strong desire to solve real-world problems - "giving everyone only the sound they want." said Gianluca.

What is Metasonixx?

We are an advanced materials company, Metasonixx transforms standard materials - such as metal, plastic, wood, and paper - into innovative products that block noise while allowing air and light to pass through. Our solutions are designed to tackle noise problems where traditional methods have failed, such as in open offices and hospitals.

What inspired the technology behind Metasonixx?

Passionate about sound, I sought to create new tools for managing it. As a PhD student, I saw light and sound as two different technologies. False friends. Having been a bubble scientist for half of my career, I realised that bubbles interact with sound just like atoms interact with light. And bubbles are everywhere, just like atoms, with differences only due to a different length scale. Now, I apply to sound techniques and methods traditionally used only for light. With amazing results.

The idea behind Metasonixx stemmed from personal frustration. Not only did I struggle with lack of sleep while living in a noisy part of London, but my previous role as an acoustic consultant also highlighted a critical issue: I was unable to provide effective noise management solutions for hospitals.

Like many deep tech spinouts, we began with something entirely different, discovered a platform technology, and then spent considerable time finding our focus and market fit. In both cases, it was connecting with people outside academia that made the trick.

How has Metasonixx impacted the industry so far?

We’ve built a reputation by collaborating with companies to embed our technology in their products, addressing noise from tyres, motorways, white goods, and immersive domes. The real challenge - and the real fun - was mass-manufacturing our own branded products. Since September 2023, we’ve been installing desk separators in offices across the UK, Italy, France, and the US, and I am now fundraising to grow the team due to high demand.

At Metasonixx, we aim to reduce our carbon footprint through two main aspects:

1. Noise and Green Targets: Noise is a significant barrier to the adoption of green technologies like heat pumps and offshore wind turbines in residential areas. Our materials offer solutions and we are seeking partners to turn our findings into products.
2. Greener Production: We are exploring ways to make our production greener, including using recycled plastics and developing methods to recycle our products at the end of their life.

What support did you receive from Sussex Innovation, the university’s on-campus start-up support network?

As a university startup, we excel in the technical aspects but faced a steep learning curve on the selling side. Sussex Innovation provided vital support in helping us commercialise our research.

In the early stages they conducted market research to help us find our focus and identified promising applications for our technology. They connected us with local investors and companies, which, while not leading to immediate investments, were crucial for integrating into the local ecosystem. Sussex Innovation assisted with crafting our messaging, supporting us at international trade shows, and with our spin-out from the university. Additionally, they offered me the opportunity to attend the Brighton Business Awards which gave me an injection of motivation.

Did you ever encounter people that didn’t see the value in your research? How did you handle it?

In the early days, I met with a local investor who shared my passion for solving environmental noise issues. However, when it came to funding, I realised that the value of the research wasn’t being seen in the same way I perceived it. Initially, this was shocking, but it taught me an important lesson: the need to become the kind of company that investors value. I learned not to take things personally and to view these interactions as opportunities to grow and refine our approach. Sometimes, an investor might not be the right match, and that’s okay - it’s just business, and there’s value in the lesson.

What advice would you give to university researchers looking to commercialise their research?

Being an entrepreneur requires full dedication; it’s not a part-time endeavour. The journey involves significant personal and economic sacrifices and the rate of success can be lower compared to traditional grant funding. Therefore, it’s essential to build a strong team, delegate responsibilities, and seek support from various sources including Sussex Innovation, banks, and local government programmes.

Be open to the possibility that the end-user you initially envisioned for your product might not be the one who ultimately uses it. Focus on what’s feasible with your resources. We benefited greatly from working with Sussex Innovation Centre, which provided essential market research and helped filter our ideas, effectively shaping our focus.

Look out for funding opportunities that Sussex Innovation can help you bid for. I received £5,000 through the BRAIN project for IP protection and consultant support with my financial model. Although that programme has ended, similar opportunities will be out there. The University’s ‘Dragon’s Den’ is also fantastic! Through their Business Angels programme, academics, students, graduates, and Sussex Innovation community members pitch to local angel investors."

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