LIVINGSTON, Scotland, UK – December 14, 2022 - Ceres Holographics, an innovative developer of precision engineered Holographic Optical Elements (HOEs) in advanced photopolymer, will showcase the commercial readiness of its breakthrough HoloFlekt® technology at CES 2023 in Las Vegas from January 4-7, 2023. Ceres will demonstrate the industry’s first complete holographic display system, which overcomes all the traditional barriers to implementation and transforms a windshield into an ultra-bright, full color, low cost, compact and flexible HUD suitable for mass adoption.
Ceres’ CES 2023 demonstrations will focus on how holographic-enabled TD HUDs, using proprietary digital pixel-wise mastered HOEs and production proven Roll-to roll (R2R) manufacturing equipment, can enable cost-effective and customizable display solutions for automotive and industrial use cases, showing safety, operational, navigation and infotainment information in a clear and non-distractive manner.
These include:
· The world’s first Holgraphic automotive-certified windshield, achieved in partnership with Eastman. The demonstration shows the display quality and practical design flexibility for OEMs, who want to incorporate intuitive transparent display HUD systems in their vehicles to improve the experience in the emerging world of semi-autonomous and fully autonomous vehicles. Ceres’ thin-film HoloFlekt® film is seamlessly laminated in the windshield with an embedded HOE, onto which content is projected by a small compact projector that is discretely integrated in the vehicle’s cabin. This demonstration is by appointment only at the Eastman/Ceres suite at the Venetian Hotel. To arrange a demo, click here.
· A demonstration showing Ceres’ solution with TI DLP® technology in a near-vertical windshield use case, such as in a delivery vehicle, farming or construction equipment, where this would provide operators with more efficient and safer ways to perform their jobs by projecting important delivery, routing and infrastructure and situational awareness data at eye-level. This demonstration shows the flexibility of the physics defying geometry possibilities and viewing parameters that are enabled through the use of HOEs created via Ceres’ digital mastering process and manufactured light-guiding HoloFlekt® films. Bright displays, in any light conditions, can be implemented in tandem with high resolution DLP technology from integrated in cost-effective small form factor projectors. CES attendees can see this demonstration at the TI exhibit in the Las Vegas Convention Center, North Hall. Room N115. Contact Graeme.gordon@ceresholographics.com to arrange a demo or meeting.
In addition, to the interactive demonstrations for transportation, Ceres executives and technology experts will be available to discuss the company’s complete range of HOE design and manufacturing capabilities, as well as how the transparent display technology can be used in other applications, such as home consumer, retail and point of sales systems, and public information displays in kiosks and mass transit systems.
“CES 2023 represents a tipping point in the commercialization of transparent display technology and automotive HUD systems. Our state-of-the-art digital mastering and production facility for producing optimized solutions is up and running. Our critical windshield supply chain partners have developed the lamination processes for our HoloFlekt® technology so that we can now produce complete, ready-to-adopt automotive-grade solutions. We are actively engaged with top tier OEMs, working on implementing our transparent display system in HUDs for their next-generation model vehicles,” said Andy Travers CEO of Ceres. “Our progress, combined with key market drivers in vehicle safety and differentiation, creates the market momentum needed to achieve practical mass implementation of transparent display HUDs in a wide range of applications in transportation and other areas.”
Next-generation transparent display solutions for automotive are a high growth market sector as OEMs look for ways to differentiate their vehicles through enabling new user experiences, innovative in-cabin design, and delivering new safety features through Advanced Driver Assistance Systems (ADAS), and autonomous capabilities. It is estimated the driver display/HUD market will be worth $3.4B by 2025 (and growing at a CAGR 31.3%). Market analysts estimate that 30% of all cars will have a windshield display by 2025. Furthermore, the transparent display market is expected to reach 8.4Bn by 2027 with CAGR of 39% to reach $24bn by 2030. (Source MarketsandMarkets)
