ZEISS at CES 2025: Pioneering innovations in the vehicle and home tech industry
BUSSE Design supported ZEISS in the development of an interactive exhibition stand for CES 2025 in Las Vegas. We were significantly involved in the creation of the 1:1 demonstrator for the innovative holographic display. We were able to contribute our expertise in various project phases, starting with project planning, conception with Gravity Sketch, 3D modeling in SolidWorks, model construction and preparation for safe transport.
From January 7 to 10, 2025, our long-standing customer ZEISS was represented at the world's largest electronics trade fair in Las Vegas. Under the motto “Experience a smarter tomorrow”, the technology company presented its latest product range in the field of holography solutions for the mobility and home tech/consumer sectors at a completely newly developed interactive exhibition stand.
One highlight was the ZEISS Holographic Transparent Camera winning two CES Innovation Awards® 2025. The technology was named “Best of Innovation” in the “Vehicle Tech & Advanced Mobility” category and also received an award in the “Smart Home” product category.
The focus was also on the Holographic Transparent Display from ZEISS, which enables new holographic display options on the windshield. Navigation and driving information is projected directly into the field of vision on a transparent film in the lower area of the windscreen to support the driver (transparent in-plane projection).
At the same time, personalized infotainment functions can be displayed to entertain passengers without restricting the driver's view of the traffic situation. In this way, the technology ensures driving safety and travel comfort and also represents an energy-efficient solution with high recyclability.
ZEISS is working with Hyundai MOBIS to establish new display standards for the automotive industry. For vehicle manufacturers, the technology opens up new design possibilities for future vehicle cockpits.
BUSSE Design was able to support ZEISS in the development of the 1:1 demonstrator for the holographic display and the design of other interactive elements of the trade fair stand.
Our services covered a comprehensive spectrum and extended across various phases of the project. The collaboration began with detailed project planning to clearly define the objectives and requirements. This formed the basis for the subsequent conceptual design, which was implemented in industrial design using Gravity Sketch - a 3D visualization tool. This allowed us to visualize and develop new ideas directly in a virtual environment.
For the subsequent design phase, we generated precise technical 3D models using SolidWorks. These models formed the basis for deriving production-ready data, which is essential for subsequent production.
The model itself was built in our in-house prototype workshop and relied on various manufacturing techniques, including welding and painting, to ensure the highest quality standards for the final product. Through regular build tests, we ensured that all project requirements were met before finalizing the model with a professional finish.
At the end of the project, we took over the planning and implementation of the transport boxes to ensure safe and efficient transportation of the models. This allowed us to guarantee a smooth process from the initial idea to the final implementation.
Further information on the ZEISS innovations can be found here in the official press release.
Sources:
Zeiss Holographic Transparent Camera
Pictures: Zeiss Chris Gonz
