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Otokar Crnalić
Episode · #780

PAMETNA HRVATSKA Otokar Crnalić, powered by Janaf

Guest Otokar CrnalićHosted by Boris ŽivkovićMay 3, 2026
About this episode
What you'll hear in this conversation

Imagine buying a hundred-kilo ceramic table, hauling it up three flights of stairs, assembling it, and only then realizing it doesn't quite fit your living room. The store offers a return, but with a 20% restocking fee and the monumental task of disassembling and moving it again. This exact scenario led Otokar Crnalić to a realization: there had to be a better way to visualize furniture in a space before purchase. He built Art Division to solve this problem, not with another cumbersome app, but with web-based augmented reality that simply works in a browser. Crnalić, an experienced technologist, shares the journey from a personal frustration to developing a solution that sidesteps common user and business hurdles. He explains why a harder technical path—building for the web instead of a dedicated app—ultimately created a more accessible and commercially viable product. You will walk away with a clearer understanding of how solving a very specific, tangible problem can lead to a broader market, and why sometimes, the simpler user experience demands the more complex engineering.

Insights from the conversation
What to take from this episode
01
The 100-kilo ceramic table, the three flights of stairs, and the 20% return fee for a wrong fit were the real catalysts for Otokar Crnalić. The lesson isn't just about visualizing furniture; it's that the actual cost of a bad decision — in time, money, and physical effort — creates a potent market for a precise solution.
02
Art Division's core offering isn't just augmented reality; it's augmented reality *without an app*. Otokar Crnalić observed that users don't want to download a new application for every furniture store, and businesses don't want the expense of building one. Removing that friction point, even if it means harder engineering, is often the real product innovation.
03
Building web-based AR is significantly more challenging than app-based solutions because web browsers offer fewer phone resources and sensors. Otokar Crnalić spent the first year on intensive testing to ensure his solution worked well even on 'weaker phones.' The decision to tackle a harder technical challenge pays off by making the technology universally accessible, broadening the potential market.
04
After developing a functional prototype, Otokar Crnalić emailed every furniture manufacturer in Croatia, and most ignored him. Yet, one firm with modular kitchens and offices proved a 'perfect fit.' Finding that initial, deeply aligned customer, rather than broad early interest, is the true signal of market validation.
05
The first project for Art Division, a modular kitchen and a gaming table, was done for 'really cheap' to 'cover some costs.' The initial sale's value isn't always in its revenue, but in serving as a tangible proof of concept that validates the product and generates a case study for future, more lucrative clients.
06
Showcasing the working modular kitchen at Zagreb Design Week was pivotal for Otokar Crnalić. Live demonstrations at industry events can overcome the skepticism that email outreach often faces, allowing potential clients to directly experience the product's effectiveness and practical application.
07
After his initial success and validation, Otokar Crnalić immediately planned for a stand at Ambienta, a major furniture fair. This move illustrates that once a concept is proven, proactively investing in direct industry presence is the next logical step to scale visibility and accelerate sales.
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