Ceres Holographics and Eastman to Showcase World’s Largest Transparent In-Plane Display at Beijing Auto Show
Ceres Holographics and Eastman will demonstrate a next-generation transparent in-plane display integrated into a windshield at the 2026 Beijing International Automotive Exhibition, signaling the technology's readiness for real-world deployment.
Ceres Holographics and Eastman, long-term innovation partners in advanced automotive display solutions, today announced they will demonstrate the latest evolution of their transparent in-plane display solution at the Beijing International Automotive Exhibition, taking place from April 23 to May 4, 2026. The showcase features the world’s largest in-plane display with multiple Holographic Optical Elements integrated into a single film laminated into an OEM-approved windshield, signaling the technology’s maturity and readiness for real-world deployment.
Powered by Ceres’ Holoflekt® manufacturing platform and Eastman’s Saflex™ PVB interlayer, the windshield-embedded system uses compact LED projectors to deliver ultra-bright, full-color, non-obstructive content. This innovation marks a significant step forward for augmented reality (AR) head-up displays in vehicles, as it allows critical information to be presented directly in the driver’s line of sight without blocking the view of the road.
The demonstration is expected to attract significant attention from automakers and suppliers attending the Beijing show, one of the largest automotive events in China. The ability to embed multiple holographic elements into a single film and integrate them into an OEM-approved windshield indicates that the technology has moved beyond the prototype stage and is now viable for production vehicles. This could accelerate the adoption of AR displays in mass-market cars, offering drivers enhanced safety and convenience features such as navigation cues, speed warnings, and collision alerts.
For Eastman, a global specialty materials company, the partnership with Ceres Holographics represents a strategic move into the growing market for smart glass and advanced driver-assistance systems. The Saflex PVB interlayer is a key component that enables the holographic film to be safely laminated into windshields while maintaining optical clarity and structural integrity. Ceres Holographics, a leader in holographic display technology, brings its proprietary Holoflekt platform to the collaboration, which allows for cost-effective mass production of custom holographic films.
The implications of this announcement extend beyond the automotive industry. Transparent in-plane displays could find applications in aerospace, retail, and architecture, where see-through screens are desirable for information display without obstructing views. However, the immediate impact will be felt in the automotive sector, where the race to integrate AR technology into vehicles is intensifying. By showcasing a production-ready solution, Ceres and Eastman are positioning themselves as key suppliers for automakers looking to differentiate their models with cutting-edge display technology.
The Beijing International Automotive Exhibition runs from April 23 to May 4, 2026, with public days from April 24 to May 3. Attendees will have the opportunity to see the transparent in-plane display in action and evaluate its potential for future vehicle models.