CES 2020 Preview: The Swiss Pavilion Showcases Technology in an Altered Reality

By Loralyn Mears PhD Loralyn Mears PhD has been verified by Muck Rack's editorial team
Published on December 30, 2019

Each year, CES serves as the global stage for technology innovation. CES2020 will feature a heavy dose of altered reality. And the Swiss Pavilion in Eureka Park, Hall G, Sands Expo Level One will be its host. Grit Daily News will be reporting from the event, live.

Dr. Touradj Ebrahimi is an Emmy-award winner and luminary in multi-media technology for advanced video compression techniques for storage applications. He is also the co-founder of RayShaper which boasts an A-list client base that includes Elton John, the Montreal Jazz Festival, FIBA World Cup, the Hollywood Vampires, and numerous others. To create a life-like reality for promotion, advertisements, educational entertainment, and immersive movie production, the team utilizes a compound vision camera.

Unlike single-lens camera systems, their setup operates at billions of pixels which is a resolution level that is two orders of magnitude greater than current state-of-the-art single-lens camera systems. Their solution is complemented by proprietary software editing and processing technology to render the virtual reality output as an experience that closely simulates a natural reality.

Perhaps your brand is preparing to launch a new product, and the company is considering making the debut on Instagram. There’s a new filter for that. With their Virtual-try-on augmented reality technology, Superba AR, a Los Angeles-based technology startup, can make your launch videos a lot more interesting with a glitter face, a pirate hat and matching make-up or all sorts of other creative character dressing. They work with brands to conceive then create custom AR filters to augment a digital media campaign.

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Superba AR creates characters for augmented storytelling

Under the direction of CEO Raffael Dickreuter, the team takes over a decade of experience generating holographic Snapchat content for Hollywood productions and applies it to your marketing efforts to tell your brand story through characters. The application of 3D animation to previsualize how a video should be rendered has been transferred from a big-screen approach to social media as an effort to help brands stand out from the crowd via a technical brand integration.

For companies keen on uniting their employees from around the world for an interactive session, HoloOne offers an augmented reality sphere designed to enable individuals to work together as teams via an avatar (digital manifestation). Co-founders Sven Brunner and Dominik Trost are applying spatial computing principles to analyze environmental cues in real-time which are then experienced as holograms, thus creating a life-like experience.

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HoloOne virtual building

The team can collaborate to identify and solve business problems by immersing themselves into a 3D simulated reality. Real-world overlays can enhance the simulated reality landscape so that the experience feels more authentic using a mixed reality approach. Their technology, Sphere, is designed for B2B, particularly in the workplace, robotics, and industrial applications.

To date, virtual and augmented reality solutions have been constrained by the design of the lenses used for the AR or VR goggles. Goggles cannot adjust for the field of focus like the eye naturally can so users experience a blurred virtual experience which compromises how life-like the experience can feel. But there is a new smart glass technology that adjusts for true depth bringing objects in the foreground into focus and blurring objects in the distance.

CREAL3D (pronounced “See Real 3D” and not “cereal”) adjusts light-field technology projections for true depth and fuses images from the real and virtual worlds so that users can more seamlessly interact between the two. Their smart glasses, which are as stylish as they are smart, can be used for virtual and augmented reality applications as well as real-world needs from cooking to neurosurgery given their small form-factor and continuous depth resolution. The company was co-founded by Alexander Kvasov and Tomas Sluka.

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CREAL3D true depth smart lens for augmented and virtual reality as well as real-world applications

For demonstrations at CES2020, head over to the Swiss Pavilion.

Images were supplied by the press, Kimberly Hathaway. The lead image was supplied by Bradley Hook from Pexels

By Loralyn Mears PhD Loralyn Mears PhD has been verified by Muck Rack's editorial team

Journalist verified by Muck Rack verified

Dr. Loralyn Mears is a Columnist at Grit Daily and a podcast host (The Grit Files, which aims to shine the spotlight on female founders). She is a content marketer, founder of the WORKtech startup, STEERus, specializing in personal and professional development to address gaps in soft skills - communication in particular. In her consultancy practice, she helps clients with content and strategy. Loralyn spent over a decade playing with mosquito DNA, got her PhD, decided she would rather market science than be at the bench and has never looked back. Along the way, she’s wined and dined her way around the globe. She's authored two books, including the 2018 Gold Medal Indie Book award-winning, One Sip At a Time: a Memoir and the hard science thriller, "The Battle for Humanity: How Science Saved Us." 

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