A innovative new application, Wrinkles, leverages a user's geographical location to automatically present relevant stories about nearby places. Available on both iOS and Android platforms, Wrinkles functions as an AI-powered audio tour guide, bringing to light hidden histories and local narratives.
The core concept behind the app is to enable users to experience the world around them coming alive through audio, eliminating the need to constantly look at their phone. As individuals explore, Wrinkles can unveil the untold stories behind a building, the historical significance of a street, and other captivating local lore.
Wrinkles was co-founded by David Stemler, a seasoned advertising executive, and Ryan Hansan, who previously established ScratchDC, a meal delivery service, and TasteLab, a shared commercial kitchen that supported independent food businesses in their launch and expansion.
Having known each other since middle school, the founders emphasize that travel has consistently been a pivotal aspect of their friendship. Their shared adventures began with international trips as teenagers and continue today, now alongside their families. Over the years, numerous business concepts have emerged from their extensive conversations while traveling, often stemming from a desire to enhance their experiences. Wrinkles, too, originated from this same spirit of curiosity.
Stemler conceived the idea for Wrinkles during a visit to the British Museum in London, where he was using its official app for a self-guided tour. Despite acknowledging the app's design quality, Stemler found the overall experience frustrating.
“I spent the entire visit heads-down, matching numbers on the walls to lists on my phone instead of taking in my surroundings while learning about them,” Stemler recounted in an email to TechCrunch. At the conclusion of his trip, he called Hansan from the airport, posing the question, “If the phone in my pocket knows exactly where I am, shouldn’t the places in front of me be able speak?”
The startup has developed a comprehensive global database comprising 1.3 million "Wrinkles," or points of interest, spanning 177 countries. Beyond this foundational content, historians, museums, independent creators, and brands are empowered to contribute their unique stories and experiences to the map. Users can discover these narratives either actively as they navigate the world or remotely by searching and browsing the map.
To enhance the traditional tour experience, users have the capability to ask questions while exploring. For instance, when learning about the construction of the Trevi Fountain, one might inquire, “Where does this water actually come from?”
Wrinkles also incorporates a social dimension, allowing users to follow friends, family, creators, and organizations. They can then save and share Wrinkles, or curate them into personalized maps and guides.
Further personalization is offered through the ability to attach family memories, photos, videos, and audio recordings to specific locations. Families can collaborate on these historical contributions, preserving stories connected to meaningful places such as a childhood home, a significant first date spot, or a hometown.
Hansan and Stemler envision Wrinkles as more than just a travel application. While it undoubtedly assists spontaneous travelers in uncovering the stories behind new destinations, they also believe it caters to individuals eager to learn more about the buildings they encounter daily or to rediscover the rich history of their own hometowns.
“The common thread isn’t travel — it’s curiosity,” Hansan stated. “A travel app gets used on one trip a year. Wrinkles gets used on your commute, at the botanical garden, at the zoo with your kids, leaving a permanent legacy for a loved one, and on the trip to Spain.”
Although the co-founders have experimented with a freemium model, they are committed to keeping the app free for its users. Wrinkles' revenue primarily originates from its supply side partners, including museums, tourism boards, universities, and hotels, which utilize the platform to create engaging, location-based experiences for their visitors without the expense of developing their own proprietary applications.
Creators and media partners can develop sponsored place-based guides, while businesses can promote Wrinkles directly linked to their physical locations. Additionally, partners can integrate links enabling users to book tours, make table reservations, purchase tickets, or visit businesses, with Wrinkles earning a share from these transactions.
Regarding the company’s long-term aspirations, the duo envisions Wrinkles becoming an indispensable part of how people interact with places. This includes discovering the history of a university campus, deepening their understanding of their own city, exploring a map during trip planning, or gaining profound insights into a new city they are visiting for the first time.
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