Blockchain & Maenoox: Interview with Luca Pedetti

For our first DEEP DIVE into Ctrl+Alt+Dot, we spoke with Luca Pedetti, Product Manager and blockchain specialist at Dot Beyond. With him, we’ll explore Maenoox, the platform that uses NFTs and blockchain to turn data into unique, protected assets.

Can you briefly introduce yourself, highlighting your background and current role in blockchain development at Dot Beyond?

My journey began in the industrial sector, working for a major state-owned company on a military program. It was an experience that allowed me to travel, learn diverse working methods, and grow professionally. Later, I pursued a Master’s in agribusiness management to expand my skill set, where I deepened my understanding of supply chains — a concept applicable across industries.

Driven by a passion for technology, particularly distributed ledger systems, I returned to Italy to work in tech. After a period of training, I launched an innovative startup where I could fully explore my enthusiasm for blockchain, even developing a custom protocol.

That path led me to Dot Beyond. Inspired by their vision, I joined the team to help define a blockchain strategy aimed at long-term relevance. This is how Maenoox was born — a family of products that leverages the evolution of NFTs to guarantee traceability, integrity, timestamping, and ownership of any digital object.

What drew you to blockchain at a time when it's becoming strategic for finance, supply chains, culture, and Web3?

It was love at first sight. In my early career, I faced the frustration of working with military systems completely disconnected from the web. I envisioned a better way to handle data, plagued by duplication and error. Then I discovered Satoshi Nakamoto’s Bitcoin whitepaper — and it just clicked.

I immediately recognized blockchain's engineering potential. My goal was to solve major problems related to data flow, accuracy, and reliability. Today, blockchain can theoretically apply to any sector, including intersections with AI, quantum computing, and the metaverse. In this data-centric vision, blockchain is the most powerful enabler.

What has been the most exciting technical or design challenge you’ve faced on a blockchain project?

The biggest challenge? Starting from a blank canvas with all the raw materials to create something new. Designing from scratch, modeling, testing, and iterating until you find a structure that meets business logic. With blockchain, you need creativity and a deep understanding of existing processes to deliver added value.

This is even more true when building a completely original product. Blockchain is holistic and multidisciplinary, forcing you to collaborate with a wide range of internal and external stakeholders.

How would you explain blockchain to someone without technical knowledge? Any concrete example to illustrate its real-world impact?

Making an abstract concept tangible is the real challenge. I’d describe blockchain as the evolution of the traditional database. It’s self-consistent and powered by a distributed network of equal nodes, with a ledger that tracks every transaction to ensure top-level security. It also enables automated logic execution and decentralized data storage — moving beyond centralized systems.

Blockchain has two major use models:

• Creating and exchanging value (DeFi)
• Managing data with certainty and immutability

In my book, Emerging Tech! Roger, I explore this and share real use cases — like tracing every step of a production supply chain (e.g., Made in Italy) into a single digital asset, or securely digitizing public administration records without third-party verification.

In future scenarios, blockchain could validate data used in generative AI, or verify the link between real and virtual in phygital environments.

What emerging trends — like zero-knowledge proofs, interoperability, or utility NFTs — are reshaping the blockchain ecosystem?

There are many exciting developments. Web3 protocols are enabling complex business logic across distributed networks, bringing new challenges — especially wallet security when smart contracts are involved.

We still face a significant infrastructure gap. The blockchain trilemma (decentralization, security, scalability) remains a challenge, with solutions emerging from Layer 2 rollups or zero-knowledge (ZK) algorithms.

On the application side, I see a shift toward decentralized apps (dApps) and NFTs as versatile tools for data exchange and industrial processes.

At Maenoox, we implemented a disruptive feature: dynamic NFT metadata, which makes the platform more flexible and cost-effective. Looking ahead, I see potential in quantum technology to secure wallets and in merging computer science with blockchain to provide verified data to AI.

Interoperability will be key for widespread adoption. But the most sensitive challenge is regulation. Blockchain will need to align with laws — and vice versa — especially as it gains economic weight globally.