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{{Distinguish|CREAL Inc. (Japan)|the Japanese real estate investment company}}
{{Company Infobox
{{Company Infobox
|image= <!-- Placeholder: An image of the CREAL logo or technology would typically be uploaded and linked here -->
|image=
|Type= [[Startup]], Private
|Type=Private company
|Industry= [[Display technology]], [[Augmented Reality|AR]]/[[Virtual Reality|VR]]/[[Mixed Reality|MR]], [[Optics]], [[Electronics]], [[Vision care]] <ref name="venturelab_profile">{{cite web | url=https://www.venturelab.swiss/CREAL-SA | title=CREAL SA - Venturelab | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref><ref name="prnewswire_clarity">{{cite web | url=https://www.prnewswire.com/news-releases/creal-unveils-its-new-light-field-display-for-augmented-reality-the-next-generation-of-ar-coming-today-302358332.html | title=CREAL Unveils its New Light Field Display for Augmented Reality: The Next Generation of AR Coming Today | publisher=PR Newswire | date=2025-01-23 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref><ref name="daa_partner">{{cite web | url=https://daacapital.com/portfolio/creal/ | title=CREAL | DAA Capital Partners | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
|Industry=[[Display technology]], [[Augmented Reality]], [[Virtual Reality]], [[Light-field Display]]
|Founded= {{Start date|2017|11|10}} <ref name="venturelab_profile"/><ref name="verve_interview">{{cite web | url=https://verve.vc/insights/interview-tomas-sluka-creal-the-ar-glasses-of-the-future/ | title=Interview Tomas Sluka - CREAL - The AR glasses of the future | publisher=Verve Ventures | date=2022-04-22 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref><ref name="auganix_2024avail">{{cite web | url=https://auganix.org/creal-announces-2024-availability-of-its-light-field-ar-solution/ | title=CREAL announces 2024 availability of its light field AR solution | publisher=Auganix.org | date=2023-09-26 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
|Founded=November 2017
|Founder= [[Tomas Sluka]], [[Alexander Kvasov]], [[Tomas Kubes]] <ref name="verve_interview"/><ref name="tracxn_founders">{{cite web | url=https://tracxn.com/d/founders/57mQeQ68b7n1i107pYF9i4k2G7T3i9J9P6C7U3F1I6V7G5/creal/_/ | title=CREAL - 2025 Founders and Board of Directors | publisher=Tracxn | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
|Founder=Tomas Sluka, Alexander Kvasov
|Headquarters= Chemin de la Dent d'Oche 1A, [[Ecublens, Vaud|Ecublens]], [[Lausanne]], [[Switzerland]] <ref name="venturelab_profile"/><ref name="cb_hq">{{cite web | url=https://www.crunchbase.com/organization/creal | title=CREAL - Crunchbase Company Profile & Funding | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref><ref name="prnewswire_clarity"/>
|Headquarters=Lausanne, Switzerland
|Notable Personnel= Tomas Sluka ([[CEO]] & Co-Founder)<ref name="prnewswire_clarity"/><ref name="verve_interview"/><ref name="tracxn_founders"/><ref name="theorg_people">{{cite web | url=https://theorg.com/org/creal/org-chart | title=CREAL - HQ | publisher=The Org | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref><ref name="engcom_focus">{{cite web | url=https://www.engineering.com/story/in-focus-creal-offers-novel-xr-light-field-solution | title=Let's Focus Here: CREAL Promises AR We Can All Wear All Day | publisher=Engineering.com | date=2023-09-26 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>, Alexander Kvasov ([[Chief Technology Officer|CTO]] & Co-Founder)<ref name="tracxn_creal">{{cite web|title=CREAL – Founders and Funding|website=Tracxn|url=https://tracxn.com/d/companies/creal/|access-date=2 May 2025}}</ref>, Tomas Kubes (Chief R&D Officer & Co-Founder)<ref name="tracxn_creal"/>
|Notable Personnel=Tomas Sluka (CEO and Co-founder), Alexander Kvasov (Co-founder)
|Products= [[Light-field]] [[micro-display]] technology & modules, "Clarity" light-field display prototype, AR Light‑Field Evaluation Kit, VR Light‑Field Prototypes, Technology licenses <ref name="prnewswire_clarity"/><ref name="venturelab_profile"/><ref name="creal_clarity_tech">{{cite web | url=https://creal.com/technology/clarity | title=Creal Clarity light field display technology renders 3D AR scenes with full depth information | publisher=CREAL | date=2025-01-27 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref><ref name="creal_tech">{{cite web | url=https://creal.com/technology/ | title=The natural display of augmented reality I CREAL light-field display | publisher=CREAL | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref><ref name="mediakit">{{cite web|title=CREAL Media Kit 2022|url=https://creal.com/app/uploads/2022/10/CREAL_Media_Kit.pdf|access-date=2 May 2025}}</ref><ref name="roadtovr2021">{{cite web|author=Ben Lang|title=CREAL Reveals Its First Light‑field AR & VR Headset Prototypes|website=Road to VR|date=11 January 2021|url=https://www.roadtovr.com/creal-light-field-ar-vr-headset-prototype/|access-date=2 May 2025}}</ref>
|Products=Light-field micro-display technology
|Parent= <!-- N/A -->
|Parent=
|Website= {{URL|https://www.creal.com}} <ref name="prnewswire_clarity"/><ref name="swisscom_profile">{{cite web | url=https://ventures.swisscom.com/portfolio/creal/ | title=CREAL - Swisscom Ventures | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
|Website=https://creal.com/
}}
}}


'''CREAL SA''' is a [[Switzerland|Swiss]] [[display technology]] [[startup]] company headquartered in [[Ecublens, Vaud|Ecublens]], near [[Lausanne]]. [10, 3] Incorporated on November 10, 2017, the company specializes in developing [[light-field]] [[micro-display]] technologies and near-eye display engines primarily aimed at [[Augmented Reality]] (AR) and [[Virtual Reality]] (VR) devices, as well as the [[vision care]] industry. [10, 1, 3, 5, 11, 21, 34] CREAL's core technological focus is to address the [[vergence-accommodation conflict]] (VAC), a common issue in conventional [[Head-mounted display|HMDs]] that can cause eye strain, fatigue, and nausea. [5, 6, 7, 11, 13, 18, 20, 21, 22, 34] By projecting images with true depth cues that mimic how light behaves in the real world, CREAL's displays aim to allow users' eyes to focus naturally at varying distances, enabling a more comfortable and realistic visual experience. [3, 4, 7, 8, 21, 22, 34]
'''CREAL''' (pronounced "see real") is a [[Switzerland|Swiss]] [[display technology]] company specializing in [[light-field display]] solutions for [[augmented reality]] (AR) and [[virtual reality]] (VR) applications. Founded in 2017 by former [[CERN]] engineers, the company develops advanced light-field micro-display technology that enables a more natural visual experience in AR and VR systems by accurately recreating how light exists in the real world.<ref name="venturelab">{{cite web |url=https://www.venturelab.swiss/creal |title=CREAL SA |publisher=Venturelab |accessdate=May 2, 2025}}</ref><ref name="roadtovr2019">{{cite web |url=https://www.roadtovr.com/creal3d-light-field-display-ar-vr-ces-2019/ |title=Founded by CERN Engineers, CREAL3D's Light-field Display is the Real Deal |publisher=Road to VR |date=June 1, 2019 |accessdate=May 2, 2025}}</ref>
 
The company's advanced technology addresses a critical challenge in the AR/VR industry known as the "[[vergence-accommodation conflict]]," which causes visual discomfort, eye strain, and limits the capability of current AR and VR displays to show objects at realistic focal distances.<ref name="venturebeat2023">{{cite web |url=https://venturebeat.com/metaverse/creal-shows-breakthrough-in-light-field-ar-glasses/ |title=Creal shows breakthrough in light field AR glasses that focus your eyes better |publisher=VentureBeat |date=September 26, 2023 |accessdate=May 2, 2025}}</ref>


== History ==
== History ==
CREAL SA was incorporated on November 10, 2017, co-founded by Dr. [[Tomas Sluka]], [[Alexander Kvasov]], and [[Tomas Kubes]]. [10, 5, 15, 36] Sluka, who serves as CEO, was previously a researcher at [[École Polytechnique Fédérale de Lausanne|EPFL]] and [[CERN]]. [5] The founders left research posts at CERN and EPFL to commercialise light‑field micro‑displays. [36] The company's creation was partly driven by Sluka's personal negative experiences with the visual discomfort caused by early VR headsets and the realization that the vergence-accommodation conflict was a fundamental unsolved problem hindering the adoption of [[XR|extended reality]] technologies. [5, 27] He began exploring solutions and developed a promising light-field projector concept, which formed the basis for CREAL. [5]


The company initially operated within the [[EPFL Innovation Park]] in Lausanne, a major Swiss technology hub. [6, 11, 36] CREAL has since established its headquarters in Ecublens. [10, 14] The technical team comprises experts with backgrounds from prominent research institutions and technology companies, including CERN, EPFL, [[Intel]], and [[Magic Leap]]. [3, 5, 6, 11, 18, 32] The company employed around 20 people by late 2021 and approximately 30 employees (25 full-time equivalents) by late 2023. [6, 20]
CREAL was founded in November 2017 by Tomas Sluka and Alexander Kvasov in Lausanne, Switzerland.<ref name="prnewswire2023">{{cite web |url=https://www.prnewswire.com/news-releases/creal-announces-commercial-availability-of-light-field-augmented-reality-hardwaresoftware-solution-by-early-2024-achieved-with-18m-in-funding-to-date-301939281.html |title=CREAL Announces Commercial Availability of Light Field Augmented Reality Hardware/Software Solution by Early 2024, Achieved with $18M in Funding to Date |publisher=PR Newswire |date=September 26, 2023 |accessdate=May 2, 2025}}</ref> The company emerged from the Swiss tech innovation hub with a technical team drawn from cutting-edge projects at institutions such as [[CERN]], [[École polytechnique fédérale de Lausanne|EPFL]], Intel, and Magic Leap.<ref name="prnewswire2023" />
 
The company's name "CREAL" is a play on "seeing real," reflecting their mission to create display technology that allows users to perceive digital content in the same way they see the real world.<ref name="venturebeat2023" />
 
CEO Tomas Sluka's journey into light-field technology began around 2012-2014, motivated by his personal sensitivity to the vergence-accommodation conflict experienced in early VR headsets.<ref name="venturebeat2023" />


=== Key Milestones ===
=== Key Milestones ===
* '''2017 (November 10)''': CREAL SA incorporated at the EPFL Innovation Park. [10, 36]
 
* '''2018''': Seed Round funding of CHF 0.85 million secured. [18] Early bench‑top demonstrators exhibited at [[SIGGRAPH]]. [37]
* '''2017 (November)''': CREAL founded by Tomas Sluka and Alexander Kvasov in Lausanne, Switzerland.<ref name="prnewswire2023" />
* '''2019''': Series A funding of CHF 4.3 million raised. [18] Received a €2.5 million (approx. CHF 2.5 million) grant from the [[European Union]]'s [[Horizon Europe|Horizon 2020]] [[European Innovation Council|EIC Accelerator]] program. [18, 25] Won the [[Swisscom]] Start‑up Challenge and [[Venture Kick]] awards. [37]
* '''2018 (May)''': Closed a CHF 0.85 million seed round led by SICTIC investors.<ref name="startupticker2019">{{cite web |url=https://www.startupticker.ch/en/news/december-2019/chf7-3-million-will-help-creal-to-bring-true-immersion-to-virtual-reality |title=CHF7.3 million will help CREAL to bring true immersion to Virtual Reality |publisher=Startupticker.ch |accessdate=May 2, 2025}}</ref>
* '''2020 (November)''': Closed a CHF 6.5 million Series A+ round led by [[Swisscom Ventures]] and joined by existing investors [[Verve Ventures]], [[DAA Capital Partners]], and Ariel Luedi. [13, 18, 22, 38]
* '''2019 (January)''': Demonstrated their first prototype light-field display at CES 2019.<ref name="roadtovr2019" />
* '''2021''': Revealed first head‑mounted AR and VR prototypes featuring continuous focus depth. [35] Won the Gold prize at the Swiss Technology Award (Startup category). [43]
* '''2019''': Raised a Series A round of CHF 4.3 million, plus CHF 2.5 million as a grant from the European Innovation Council, and another CHF 0.5 million as a subsidized loan from the Fondation pour l'Innovation Technologique.<ref name="roadtovr2020funding">{{cite web |url=https://www.roadtovr.com/creal-series-a-investment-funding-grant/ |title=CREAL Picks up $7.4 Million in Funding for Its Light-field Tech |publisher=Road to VR |date=January 9, 2020 |accessdate=May 2, 2025}}</ref>
* '''2022''': Ranked #5 in the TOP 100 Swiss Startups. [43]
* '''2020 (January)''': Showcased progress in miniaturizing their light-field display technology at CES 2020.<ref name="roadtovr2020">{{cite web |url=https://www.roadtovr.com/ces-2020-creal-light-field-shrinking-for-ar-vr-headsets/ |title=Hands-on: CREAL is Shrinking Its Light-field Display for AR & VR Headsets |publisher=Road to VR |date=January 9, 2020 |accessdate=May 2, 2025}}</ref>
* '''2023''': Announced commercial availability of its AR Light‑Field Evaluation Kit for early 2024. [11, 40] Total funding reported to have surpassed US $18 million<ref name="prnewswire_2023funding">{{cite web |url=https://www.prnewswire.com/news-releases/creal-announces-commercial-availability-of-light-field-augmented-reality-hardwaresoftware-solution-by-early-2024-achieved-with-18m-in-funding-to-date-301939281.html |title=CREAL Announces Commercial Availability of Light Field Augmented Reality Hardware/Software Solution by Early 2024, Achieved with $18M in Funding to Date |publisher=PR Newswire |date=September 26, 2023 |accessdate=May 2, 2025}}</ref> (other sources indicate $22 million<ref name="venturelab_profile"/>). Finalist for the Auggie Awards for Best Display Hardware. [43]
* '''2020 (November)''': Raised CHF 6.5 million (~$7.2 million) in a Series A+ investment round led by Swisscom Ventures with participation from existing investors Investiere, DAA Capital Partners, and Ariel Luedi.<ref name="startupticker2020">{{cite web |url=https://www.startupticker.ch/en/news/creal-raises-chf-6-5-million |title=CREAL raises CHF 6.5 million |publisher=Startupticker.ch |accessdate=May 2, 2025}}</ref>
* '''2024 (September)''': Announced a strategic licensing agreement with [[Carl Zeiss Vision International GmbH]] ([[ZEISS]]). [24, 32, 33, 39]
* '''2021''': Created preliminary AR and VR headset development kits.<ref name="roadtovr2020A+">{{cite web |url=https://www.roadtovr.com/creal-light-field-display-series-a-plus-investment/ |title=CREAL Raises $7.2 Million to Bring its Light-field Display to AR Glasses |publisher=Road to VR |date=December 2, 2020 |accessdate=May 2, 2025}}</ref>
* '''2024 (October)''': Closed a Series B Prime funding round of undisclosed amount, led by ZEISS. [26, 25, 39]
* '''2023 (September)''': Announced commercial availability of its light-field AR solution by early 2024, with a total of $18 million in funding raised to date.<ref name="auganix2023">{{cite web |url=https://www.auganix.org/ar-news-creal-announces-commercial-availability-of-its-light-field-augmented-reality-solution-by-early-2024/ |title=CREAL announces 2024 availability of its light field AR solution |publisher=Auganix |date=September 26, 2023 |accessdate=May 2, 2025}}</ref>
* '''2025 (January)''': Unveiled the "Clarity" light-field display prototype ready for OEM integration. [3, 8]
* '''2025 (January)''': Unveiled its new light-field display for augmented reality ready for integration.<ref name="prnewswire2025">{{cite web |url=https://www.prnewswire.com/news-releases/creal-unveils-its-new-light-field-display-for-augmented-reality-the-next-generation-of-ar-coming-today-302356519.html |title=CREAL Unveils its New Light Field Display for Augmented Reality: The Next Generation of AR Coming Today |publisher=PR Newswire |date=January 23, 2025 |accessdate=May 2, 2025}}</ref>
* '''2025 (March)''': Reported achieving first light from a [[Photonic integrated circuit|Photonic Integrated Chip]] (PIC). [2]
* '''2025 (March)''': Achieved first light from Photonic Integrated Chip.<ref name="creal2025">{{cite web |url=https://creal.com/ |title=CREAL LIGHT-FIELD DISPLAY I Bringing AR within arm's reach |publisher=CREAL |accessdate=May 2, 2025}}</ref>
* '''2025 (April)''': Ex-Meta's Reality Labs VP of Research (AR/VR Display & Optics) joined CREAL advisory board.<ref name="creal2025" />


== Technology ==
== Technology ==
CREAL's core innovation lies in its [[light-field]] [[display]] technology, designed to overcome the limitations of traditional AR/VR displays. [3, 4, 8, 34] Conventional displays typically present [[stereoscopy|stereoscopic]] images on flat screens set at a fixed focal distance. [3, 7, 13, 18, 22] This creates a mismatch between [[Vergence|vergence]] (the angle of the eyes converging on an object) and [[Accommodation (eye)|accommodation]] (the eye lens focusing at a specific distance), known as the [[Vergence-accommodation conflict|vergence-accommodation conflict]] (VAC). [6, 7, 20, 34] This conflict is a primary cause of visual discomfort, eye strain, and [[nausea]] during prolonged use of AR/VR devices. [6, 7, 11, 13, 18, 21, 34]


CREAL's light-field approach aims to recreate the way light rays naturally emanate from objects in the real world. [3, 8, 21] By projecting digital content with genuinely three-dimensional, hologram-like properties and correct depth cues, the technology allows each eye to naturally adjust its focus for objects at different virtual distances, just as it would in reality. [3, 4, 8, 13, 18, 21, 22, 34] This is intended to eliminate the VAC, providing a visually comfortable, healthy, and more immersive experience, particularly for interactions within personal space where depth perception is critical. [3, 4, 6, 7, 8, 34]
=== Light-field Display Technology ===
 
CREAL's core innovation is its light-field display technology, which differs fundamentally from conventional displays used in current AR and VR headsets. While conventional displays present two flat-screen images to create a stereoscopic illusion of three-dimensional imagery, CREAL's technology recreates the light rays as they exist in the real world.<ref name="auganix2023" />
 
The key technological advantage of CREAL's solution lies in its ability to support both focus mechanisms of the human visual system:<ref name="roadtovr2023">{{cite web |url=https://www.roadtovr.com/creal-light-field-display-new-immersion-ar/ |title=Hands-on: CREAL's Light-field Display Brings a New Layer of Immersion to AR |publisher=Road to VR |date=June 3, 2023 |accessdate=May 2, 2025}}</ref>
 
1. '''Vergence''' (also called stereoscopy): Where both eyes point at the same object to bring overlapping views of that object into focus
2. '''Accommodation''': The ability to focus at different distances by bending the lens of the eye
 
By supporting both mechanisms, CREAL's display addresses the "vergence-accommodation conflict" that causes visual discomfort in conventional AR and VR displays, where the eyes are forced to focus at a fixed distance while attempting to converge on objects that appear at different depths.<ref name="venturebeat2023" />
 
=== Technical Implementation ===
 
According to a 2017 patent application by CREAL co-founder Tomas Sluka titled "Near-eye sequential light-field projector with correct monocular depth cues," the company's approach to creating light-fields differs from traditional methods:<ref name="lightfield-forum">{{cite web |url=http://lightfield-forum.com/2019/01/patent-how-creal3d-light-field-display-works-without-a-microlens-array/ |title=Patent: How CREAL3D's Light Field Display Works Without a Microlens Array |publisher=LightField Forum |date=January 23, 2019 |accessdate=May 2, 2025}}</ref>


=== Technical Implementation and Key Features ===
* Instead of using a microlens array (a common approach in light-field technology), CREAL's device emits several smaller pinhole-aperture light fields
CREAL’s display projects a plenoptic [[light field]], potentially using a two‑dimensional array of [[MicroLED|micro‑LED]] emitters and [[Diffractive optics|diffractive]] waveguides or [[Holography|holographic]] optical elements. [35, 41] The architecture supports both vergence and accommodation cues. [34, 41] Key features include:
* These smaller light fields are guided to the eye using mirrors
* The light fields can be produced using a pinhole mask in front of multiple LEDs, or with individual diodes coupled with an optical fiber whose exit point acts as a point light
* These sub-light fields are selectively combined into a single light field by use of a spatial light modulator (SLM)
* The SLM can use various mechanisms to selectively guide light rays or pin-hole light fields into or out of view, with a digital micromirror device being the primary example described in the patent


*  **Continuous Depth:** Enables natural focus from very close distances (near eye) to optical infinity without requiring varifocal actuators. [3, 20, 41]
For AR applications, CREAL's light-field display uses a combiner (no waveguides needed) with a thin holographic film laminated onto a standard or prescription lens, making it compatible with vision correction requirements.<ref name="auganix2023" />
*  **VAC Elimination:** Directly addresses the root cause of visual discomfort in many HMDs. [6, 7, 11, 13, 18, 21, 34]
*  **High Resolution & Contrast:** Aims for high [[Angular resolution|angular resolution]] (e.g., a foveated variant targets 40 [[Pixel density|pixels per degree (PPD)]] in the core<ref name="roadtovr2021b">{{cite web|author=Ben Lang|title=New Video Shows Off CREAL’s Latest Foveated Light‑field VR Headset|website=Road to VR|date=8 April 2021|url=https://www.roadtovr.com/creal-light-field-vr-headset-through-the-lens-video/|access-date=2 May 2025}}</ref>) and high contrast (over 1,000:1 reported for Clarity prototype). [8]
*  **Prescription Compatibility:** Integrates with conventional [[Corrective lens|prescription lenses]] using methods like a transparent holographic film, allowing corrected vision for both real and virtual elements. [3, 4, 7, 8, 20, 41] Can potentially simulate prescription correction digitally. [8]
*  **High Transparency:** Designed for see-through AR applications, maintaining clear real-world vision and enabling natural eye contact. [3, 4, 7]
*  **Foveated Rendering:** A variant combines a high-resolution light-field core (e.g., 30° FOV) with a lower-resolution peripheral display (extending total [[Field of view|FOV]] to ~100° in VR prototypes) to optimize performance and power. [35, 41, 44]
*  **High Refresh Rate:** Foveated light-field region capable of 240 Hz refresh rates. [41]
*  **Miniaturization & Efficiency:** Ongoing development towards compact, lightweight modules (<5 mm thickness goal for engine<ref name="roadtovr2021b"/>) suitable for standard [[Smartglasses|eyeglass]] form factors. [5, 7, 41] Achieved first light from a [[Photonic integrated circuit|Photonic Integrated Chip]] (PIC) in March 2025. [2] Aims for low power consumption (target < 0.5 W for foveated system<ref name="roadtovr2021b"/>). [41]
*  **[[OpenXR]] Compatibility:** Supports the OpenXR standard for broader application development. [3, 7, 12]


=== Clarity Prototype ===
The company has continually miniaturized its technology from large benchtop demonstrations to progressively smaller form factors suitable for head-mounted displays.<ref name="roadtovr2020" /> In March 2025, CREAL achieved first light from a Photonic Integrated Chip, marking a significant step in the miniaturization process.<ref name="creal2025" />
In January 2025, CREAL announced its "Clarity" light-field display prototype was ready for integration by [[Original equipment manufacturer|OEMs]]. [3, 8] This iteration represents a significant reduction in size compared to earlier prototypes, making it compact enough to potentially fit into standard eyeglass designs. [7, 8] The Clarity display was demonstrated at the [[SPIE]] AR | VR | MR conference in early 2025. [3, 7] It reportedly renders over 1,000 depth plane images using pinhole-like optics to project the light field. [8]


== Products and Business Model ==
== Products and Business Model ==
CREAL operates primarily as a technology developer and licensor, not planning to manufacture and sell its own branded end-user AR/VR devices. [20] Its business model focuses on providing its patented light-field micro-display technology stack to OEMs, [[Original design manufacturer|ODMs]], and companies in the consumer electronics, [[Big Tech]], and vision care sectors. [3, 8, 10, 11, 20]


Product offerings include: [10, 40, 35]
Rather than developing its own headsets, CREAL positions itself as a technology creator and licensor. The company develops reference designs and technology packages that can be integrated into partners' products.<ref name="roadtovr2020funding" /><ref name="skarredghost2021">{{cite web |url=https://skarredghost.com/2021/10/22/creal-ar-vr-lightfields/ |title=EXCLUSIVE: Hands-on CREAL lightfield XR headsets |publisher=The Ghost Howls |date=October 25, 2021 |accessdate=May 2, 2025}}</ref>
*  Light-field micro-display modules
*  '''AR Light-Field Evaluation Kit:''' Shipped to select OEMs starting late 2023/early 2024, including a monocular projector, driver board, and [[Unity (game engine)|Unity]] SDK. [40, 11]
*  '''VR Light-Field Prototypes:''' Including a V2 dual-panel foveated headset demonstrated in 2021. [35, 41]
*  '''Vision-care Module:''' A specialized variant licensed to ZEISS. [39]
*  Technology licenses and integration solutions. [10]


As of late 2023, CREAL stated that several ODMs were evaluating its technology, with integrated products anticipated from 2024 onwards. [11] The estimated hardware component cost was projected to be under $100 per unit at scale. [20]
CREAL's product offerings include:


== Partnerships and Collaborations ==
* Technology evaluation kits for potential partners
*   '''[[ZEISS]]''': In September 2024, CREAL signed a significant strategic licensing agreement with Carl Zeiss Vision International GmbH. [24, 32, 33, 39] ZEISS intends to integrate CREAL's technology into a new digital vision care platform for modernized eye exams, including digital diagnosis and virtual lens simulation. [32, 39] ZEISS subsequently led CREAL's Series B Prime funding round. [26, 25, 39]
* Light-field display reference designs for AR and VR applications
*   '''IMVERSE''': Mentioned collaboration focused on holographic collaboration in AR. [12]
* Licensable hardware and software packages
*   '''Academic/Research''': R&D collaborations with EPFL’s Centre for Neuroprosthetics and involvement in the EU-funded [[Horizon Europe]] XR4Human project. [42]
* Integration services for OEMs and ODMs


== Funding and Investment ==
The company's light-field technology is particularly focused on enabling AR experiences within the user's personal space (arm's reach), where traditional AR displays struggle due to vergence-accommodation conflicts.<ref name="creal_tech">{{cite web |url=https://creal.com/technology/ |title=Enabling genuine focus at any distance I CREAL light-field technology |publisher=CREAL |accessdate=May 2, 2025}}</ref>
CREAL has raised significant capital through several funding rounds:
*  '''Seed Round (2018):''' CHF 0.85 million. [18]
*  '''Series A (2019):''' CHF 4.3 million. [18]
*  '''[[European Innovation Council|EIC Grant]] (2019):''' €2.5 million (approx. CHF 2.5 million) from the Horizon 2020 program. [18, 25]
*  '''Series A+ (Nov 2020):''' CHF 6.5 million (~$7.2 million<ref name="roadtovr_A+">{{cite web | url=https://www.roadtovr.com/creal-light-field-display-series-a-plus-investment/ | title=CREAL Raises $7.2 Million to Bring its Light-field Display to AR Glasses | publisher=Road to VR | date=December 2, 2020 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>), led by Swisscom Ventures, joined by Verve Ventures, DAA Capital Partners, and Ariel Luedi. [13, 18, 22, 38]
*  '''Series B Prime (Oct 2024):''' Undisclosed amount, led by ZEISS. [26, 25, 39]


Total funding reported varies by source and date, cited as US $18 million by late 2023,<ref name="prnewswire_2023funding"/> US $22 million by late 2023,<ref name="venturelab_profile"/> and over CHF 22 million by mid-2025.<ref name="tracxn_creal"/> Key investors include [[Swisscom Ventures]], [[Verve Ventures]], [[DAA Capital Partners]], the [[European Innovation Council|EIC Fund]], and [[ZEISS]]. [13, 18, 11, 25, 26, 38, 42]
== Applications ==


== Research and Intellectual Property ==
CREAL's light-field display technology has various potential applications across multiple industries:<ref name="venturebeat2023" />
As of May 2025, CREAL holds 17 patent families covering aspects of its technology, including micro-emitter arrays, diffractive optical elements, foveated rendering pipelines, and real-time depth synthesis algorithms. [10, 36] Company engineers frequently present research at industry conferences such as [[SID Display Week]], [[SPIE]] AR|VR|MR, and [[IEEE]] VR. [43]


== Awards and Recognition ==
* '''Healthcare''': Allowing surgeons to view medical information through AR glasses while performing procedures, enhancing precision and reducing the need to consult external displays
*  #5, **TOP 100 Swiss Startups** (2022) [43]
* '''Technical Training''': Facilitating more intuitive training for technical tasks by showing how to perform repairs or maintenance with properly focused AR overlays
*  Gold Prize, **Swiss Technology Award** (Startup Category, 2021) [43]
* '''Gaming and Entertainment''': Providing more comfortable and realistic VR/AR experiences by eliminating eye strain and nausea
*   Finalist, **Auggie Awards** (Best Display Hardware, 2023) [43]
* '''Vision Care''': Integrating AR capabilities with prescription eyewear while maintaining optimal vision correction
*  Winner, [[Swisscom]] Start‑up Challenge (2018/2019) [37]
 
*  Winner, [[Venture Kick]] Award (2018/2019) [37]
== Investment and Growth ==
 
Since its founding in 2017, CREAL has successfully raised significant funding to support its research and development efforts:
 
* '''May 2018''': CHF 0.85 million seed round led by SICTIC investors<ref name="startupticker2019" />
* '''2019''': CHF 7.3 million (CHF 4.3M Series A round, CHF 2.5M grant from the European Innovation Council, CHF 0.5M loan from Fondation pour l'Innovation Technologique)<ref name="roadtovr2020funding" />
* '''November 2020''': CHF 6.5 million (~$7.2 million) Series A+ round led by Swisscom Ventures<ref name="startupticker2020" />
 
As of September 2023, CREAL had raised a total of $18 million in funding and expanded to a team of approximately 30 people worldwide.<ref name="prnewswire2023" /> The company has secured 17 patent families related to its light-field technology.<ref name="venturelab" />


== See Also ==
== See Also ==
*   [[Augmented Reality]]
 
*   [[Virtual Reality]]
* [[Augmented Reality]]
*   [[Light-field display]]
* [[Virtual Reality]]
*   [[Light field]]
* [[Light-field]]
*  [[Vergence-accommodation conflict]]
* [[Vergence-accommodation conflict]]
*   [[Micro-display]]
* [[Display technology]]
*  [[Display technology]]
*  [[Head-mounted display]]
*  [[Smartglasses]]


== References ==
== References ==
<references>
<references>
<ref name="venturelab_profile">{{cite web | url=https://www.venturelab.swiss/CREAL-SA | title=CREAL SA - Venturelab | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="venturelab">{{cite web |url=https://www.venturelab.swiss/creal |title=CREAL SA |publisher=Venturelab |accessdate=May 2, 2025}}</ref>
<ref name="prnewswire_clarity">{{cite web | url=https://www.prnewswire.com/news-releases/creal-unveils-its-new-light-field-display-for-augmented-reality-the-next-generation-of-ar-coming-today-302358332.html | title=CREAL Unveils its New Light Field Display for Augmented Reality: The Next Generation of AR Coming Today | publisher=PR Newswire | date=2025-01-23 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="roadtovr2019">{{cite web |url=https://www.roadtovr.com/creal3d-light-field-display-ar-vr-ces-2019/ |title=Founded by CERN Engineers, CREAL3D's Light-field Display is the Real Deal |publisher=Road to VR |date=June 1, 2019 |accessdate=May 2, 2025}}</ref>
<ref name="daa_partner">{{cite web | url=https://daacapital.com/portfolio/creal/ | title=CREAL | DAA Capital Partners | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="venturebeat2023">{{cite web |url=https://venturebeat.com/metaverse/creal-shows-breakthrough-in-light-field-ar-glasses/ |title=Creal shows breakthrough in light field AR glasses that focus your eyes better |publisher=VentureBeat |date=September 26, 2023 |accessdate=May 2, 2025}}</ref>
<ref name="verve_interview">{{cite web | url=https://verve.vc/insights/interview-tomas-sluka-creal-the-ar-glasses-of-the-future/ | title=Interview Tomas Sluka - CREAL - The AR glasses of the future | publisher=Verve Ventures | date=2022-04-22 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="prnewswire2023">{{cite web |url=https://www.prnewswire.com/news-releases/creal-announces-commercial-availability-of-light-field-augmented-reality-hardwaresoftware-solution-by-early-2024-achieved-with-18m-in-funding-to-date-301939281.html |title=CREAL Announces Commercial Availability of Light Field Augmented Reality Hardware/Software Solution by Early 2024, Achieved with $18M in Funding to Date |publisher=PR Newswire |date=September 26, 2023 |accessdate=May 2, 2025}}</ref>
<ref name="auganix_2024avail">{{cite web | url=https://auganix.org/creal-announces-2024-availability-of-its-light-field-ar-solution/ | title=CREAL announces 2024 availability of its light field AR solution | publisher=Auganix.org | date=2023-09-26 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="startupticker2019">{{cite web |url=https://www.startupticker.ch/en/news/december-2019/chf7-3-million-will-help-creal-to-bring-true-immersion-to-virtual-reality |title=CHF7.3 million will help CREAL to bring true immersion to Virtual Reality |publisher=Startupticker.ch |accessdate=May 2, 2025}}</ref>
<ref name="tracxn_founders">{{cite web | url=https://tracxn.com/d/founders/57mQeQ68b7n1i107pYF9i4k2G7T3i9J9P6C7U3F1I6V7G5/creal/_/ | title=CREAL - 2025 Founders and Board of Directors | publisher=Tracxn | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="roadtovr2020funding">{{cite web |url=https://www.roadtovr.com/creal-series-a-investment-funding-grant/ |title=CREAL Picks up $7.4 Million in Funding for Its Light-field Tech |publisher=Road to VR |date=January 9, 2020 |accessdate=May 2, 2025}}</ref>
<ref name="cb_hq">{{cite web | url=https://www.crunchbase.com/organization/creal | title=CREAL - Crunchbase Company Profile & Funding | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="roadtovr2020">{{cite web |url=https://www.roadtovr.com/ces-2020-creal-light-field-shrinking-for-ar-vr-headsets/ |title=Hands-on: CREAL is Shrinking Its Light-field Display for AR & VR Headsets |publisher=Road to VR |date=January 9, 2020 |accessdate=May 2, 2025}}</ref>
<ref name="theorg_people">{{cite web | url=https://theorg.com/org/creal/org-chart | title=CREAL - HQ | publisher=The Org | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="startupticker2020">{{cite web |url=https://www.startupticker.ch/en/news/creal-raises-chf-6-5-million |title=CREAL raises CHF 6.5 million |publisher=Startupticker.ch |accessdate=May 2, 2025}}</ref>
<ref name="engcom_focus">{{cite web | url=https://www.engineering.com/story/in-focus-creal-offers-novel-xr-light-field-solution | title=Let's Focus Here: CREAL Promises AR We Can All Wear All Day | publisher=Engineering.com | date=2023-09-26 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="roadtovr2020A+">{{cite web |url=https://www.roadtovr.com/creal-light-field-display-series-a-plus-investment/ |title=CREAL Raises $7.2 Million to Bring its Light-field Display to AR Glasses |publisher=Road to VR |date=December 2, 2020 |accessdate=May 2, 2025}}</ref>
<ref name="creal_clarity_tech">{{cite web | url=https://creal.com/technology/clarity | title=Creal Clarity light field display technology renders 3D AR scenes with full depth information | publisher=CREAL | date=2025-01-27 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="auganix2023">{{cite web |url=https://www.auganix.org/ar-news-creal-announces-commercial-availability-of-its-light-field-augmented-reality-solution-by-early-2024/ |title=CREAL announces 2024 availability of its light field AR solution |publisher=Auganix |date=September 26, 2023 |accessdate=May 2, 2025}}</ref>
<ref name="creal_tech">{{cite web | url=https://creal.com/technology/ | title=The natural display of augmented reality I CREAL light-field display | publisher=CREAL | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="prnewswire2025">{{cite web |url=https://www.prnewswire.com/news-releases/creal-unveils-its-new-light-field-display-for-augmented-reality-the-next-generation-of-ar-coming-today-302356519.html |title=CREAL Unveils its New Light Field Display for Augmented Reality: The Next Generation of AR Coming Today |publisher=PR Newswire |date=January 23, 2025 |accessdate=May 2, 2025}}</ref>
<ref name="swisscom_profile">{{cite web | url=https://ventures.swisscom.com/portfolio/creal/ | title=CREAL - Swisscom Ventures | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="creal2025">{{cite web |url=https://creal.com/ |title=CREAL LIGHT-FIELD DISPLAY I Bringing AR within arm's reach |publisher=CREAL |accessdate=May 2, 2025}}</ref>
<ref name="ghosthowls_hands_on">{{cite web | url=https://skarredghost.com/2021/10/22/creal-lightfield-xr-headsets-hands-on/ | title=EXCLUSIVE: Hands-on CREAL lightfield XR headsets | publisher=The Ghost Howls | date=2021-10-22 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="roadtovr2023">{{cite web |url=https://www.roadtovr.com/creal-light-field-display-new-immersion-ar/ |title=Hands-on: CREAL's Light-field Display Brings a New Layer of Immersion to AR |publisher=Road to VR |date=June 3, 2023 |accessdate=May 2, 2025}}</ref>
<ref name="glassalmanac_clarity">{{cite web | url=https://glassalmanac.com/creal-revolutionizes-wearables-new-light-field-display-fits-regular-glasses/ | title=CREAL Revolutionizes Wearables: New Light Field Display Fits Regular Glasses! | publisher=Glass Almanac | date=2025-01-31 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="lightfield-forum">{{cite web |url=http://lightfield-forum.com/2019/01/patent-how-creal3d-light-field-display-works-without-a-microlens-array/ |title=Patent: How CREAL3D's Light Field Display Works Without a Microlens Array |publisher=LightField Forum |date=January 23, 2019 |accessdate=May 2, 2025}}</ref>
<ref name="startupticker_a+">{{cite web | url=https://www.startupticker.ch/en/news/creal-raises-chf-6-5-million | title=CREAL raises CHF 6.5 million | publisher=Startupticker.ch | date=2020-11-17 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="skarredghost2021">{{cite web |url=https://skarredghost.com/2021/10/22/creal-ar-vr-lightfields/ |title=EXCLUSIVE: Hands-on CREAL lightfield XR headsets |publisher=The Ghost Howls |date=October 25, 2021 |accessdate=May 2, 2025}}</ref>
<ref name="verve_a+">{{cite web | url=https://verve.vc/blog/creal-display-technology-chf-6-5-million-series-a/ | title=CREAL (Display Technology): CHF 6.5 million Series A+ | publisher=verve.vc | date=2020-11-17 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="creal_tech">{{cite web |url=https://creal.com/technology/ |title=Enabling genuine focus at any distance I CREAL light-field technology |publisher=CREAL |accessdate=May 2, 2025}}</ref>
<ref name="xrtoday_interview">{{cite web | url=https://www.xrtoday.com/mixed-reality/in-focus-creal-offers-novel-xr-light-field-solution/ | title=In Focus: CREAL Offers Novel XR Light Field Solution | publisher=XR Today | date=2021-10-01 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="legalcommunity_b_prime">{{cite web | url=https://legalcommunity.ch/creal-secures-series-b-prime-financing-with-nkf/ | title=Creal secures Series B Prime financing with NKF | publisher=Legalcommunity.ch | date=2024-10-16 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="tracxn_investors">{{cite web | url=https://tracxn.com/d/investors/57mQeQ68b7n1i107pYF9i4k2G7T3i9J9P6C7U3F1I6V7G5/creal/_/ | title=2025 Funding Rounds & List of Investors - CREAL | publisher=Tracxn | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref> <!-- Note: Date in URL seems dynamic; access date is key -->
<ref name="creal_website_news">{{cite web | url=https://creal.com/news/ | title=Latest news and insights I CREAL blog | publisher=CREAL | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref> <!-- Mentions PIC, OpenXR, IMVERSE collab -->
<ref name="creal_zeiss_pr">{{cite web | url=https://www.businesswire.com/news/home/20240910984023/en/ZEISS-to-license-CREAL%E2%80%99s-technology-to-create-a-digital-vision-care-platform | title=ZEISS to license CREAL’s technology to create a digital vision care platform | publisher=Business Wire | date=2024-09-10 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="vrfocus_zeiss">{{cite web | url=https://www.vrfocus.com/2024/09/creal-partners-with-zeiss-to-innovate-vision-care-with-light-field-display-technology/ | title=CREAL partners with ZEISS to innovate vision care with light field display technology | publisher=VRFocus | date=2024-09-10 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="roadtovr_zeiss">{{cite web | url=https://www.roadtovr.com/creal-zeiss-light-field-display-eye-diagnostic-platform/ | title=Creal and Zeiss Partner on Light Field Display Eye Diagnostic Platform | publisher=Road to VR | date=2024-09-10 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
<ref name="crealwebsite">{{cite web|url=https://creal.com/|title=Natural Vision in AR – CREAL|access-date=2 May 2025}}</ref>
<ref name="roadtovr2021">{{cite web|author=Ben Lang|title=CREAL Reveals Its First Light‑field AR & VR Headset Prototypes|website=Road to VR|date=11 January 2021|url=https://www.roadtovr.com/creal-light-field-ar-vr-headset-prototype/|access-date=2 May 2025}}</ref>
<ref name="tracxn_creal">{{cite web|title=CREAL – Founders and Funding|website=Tracxn|url=https://tracxn.com/d/companies/creal/|access-date=2 May 2025}}</ref>
<ref name="venturelabarticle">{{cite web|title=CREAL CEO Tomas Sluka: “A company is a living superorganism”|website=Venturelab|date=10 January 2023|url=https://www.venturelab.swiss/CREAL-CEO-Tomas-Sluka-A-company-is-a-living-superorganism|access-date=2 May 2025}}</ref>
<ref name="verveportfolio">{{cite web|title=CREAL – Verve Ventures Portfolio|url=https://www.verve.vc/portfolio/creal/|access-date=2 May 2025}}</ref>
<ref name="zeiss2024">{{cite press release|title=ZEISS Vision Care invests into CREAL|publisher=ZEISS|date=10 September 2024|url=https://www.zeiss.com/vision-care/en/newsroom/news/2024/zeiss-vision-care-invests-into-creal.html|access-date=2 May 2025}}</ref>
<ref name="mediakit">{{cite web|title=CREAL Media Kit 2022|url=https://creal.com/app/uploads/2022/10/CREAL_Media_Kit.pdf|access-date=2 May 2025}}</ref>
<ref name="roadtovr2021b">{{cite web|author=Ben Lang|title=New Video Shows Off CREAL’s Latest Foveated Light‑field VR Headset|website=Road to VR|date=8 April 2021|url=https://www.roadtovr.com/creal-light-field-vr-headset-through-the-lens-video/|access-date=2 May 2025}}</ref>
<ref name="venturelab_collabs">{{cite web | title=CREAL CEO Tomas Sluka: “A company is a living superorganism” | website=Venturelab | date=2023-01-10 | url=https://www.venturelab.swiss/CREAL-CEO-Tomas-Sluka-A-company-is-a-living-superorganism | access-date=2025-05-02}}</ref> <!-- Source implicitly mentions academic ties / EPFL context -->
<ref name="top100">{{cite web | title=CREAL - TOP 100 Swiss Startup Award | website=TOP 100 Swiss Startup Award | url=https://www.top100startups.swiss/index.cfm?page=138098&company_id=9556 | access-date=2025-05-02}}</ref> <!-- Confirms Top 100 ranking and awards -->
<ref name="skarredghost">{{cite web|author=Antony Vitillo|title=Exclusive: Hands‑on CREAL light‑field XR headsets|website=Skarredghost|date=22 October 2021|url=https://skarredghost.com/2021/10/22/creal-ar-vr-lightfields/|access-date=2 May 2025}}</ref>
<ref name="prnewswire_2023funding">{{cite web |url=https://www.prnewswire.com/news-releases/creal-announces-commercial-availability-of-light-field-augmented-reality-hardwaresoftware-solution-by-early-2024-achieved-with-18m-in-funding-to-date-301939281.html |title=CREAL Announces Commercial Availability of Light Field Augmented Reality Hardware/Software Solution by Early 2024, Achieved with $18M in Funding to Date |publisher=PR Newswire |date=September 26, 2023 |accessdate=May 2, 2025}}</ref>
<ref name="roadtovr_A+">{{cite web | url=https://www.roadtovr.com/creal-light-field-display-series-a-plus-investment/ | title=CREAL Raises $7.2 Million to Bring its Light-field Display to AR Glasses | publisher=Road to VR | date=December 2, 2020 | access-date={{CURRENTYEAR}}-{{CURRENTMONTH}}-{{CURRENTDAY2}} }}</ref>
</references>
</references>


[[Category:Display technology companies]]
[[Category:Augmented reality companies]]
[[Category:Augmented reality companies]]
[[Category:Virtual reality companies]]
[[Category:Virtual reality companies]]
[[Category:Companies based in Switzerland]]
[[Category:Swiss companies]]
[[Category:Display technology companies]]
[[Category:Companies founded in 2017]]
[[Category:Companies founded in 2017]]
[[Category:Optics companies]]
[[Category:Technology companies of Switzerland]]
[[Category:Lausanne]]
[[Category:Startups based in Switzerland]]

Revision as of 05:30, 2 May 2025

CREAL
Information
Type Private company
Industry Display technology, Augmented Reality, Virtual Reality, Light-field Display
Founded November 2017
Founder Tomas Sluka, Alexander Kvasov
Headquarters Lausanne, Switzerland
Notable Personnel Tomas Sluka (CEO and Co-founder), Alexander Kvasov (Co-founder)
Products Light-field micro-display technology
Website https://creal.com/


CREAL (pronounced "see real") is a Swiss display technology company specializing in light-field display solutions for augmented reality (AR) and virtual reality (VR) applications. Founded in 2017 by former CERN engineers, the company develops advanced light-field micro-display technology that enables a more natural visual experience in AR and VR systems by accurately recreating how light exists in the real world.[1][2]

The company's advanced technology addresses a critical challenge in the AR/VR industry known as the "vergence-accommodation conflict," which causes visual discomfort, eye strain, and limits the capability of current AR and VR displays to show objects at realistic focal distances.[3]

History

CREAL was founded in November 2017 by Tomas Sluka and Alexander Kvasov in Lausanne, Switzerland.[4] The company emerged from the Swiss tech innovation hub with a technical team drawn from cutting-edge projects at institutions such as CERN, EPFL, Intel, and Magic Leap.[4]

The company's name "CREAL" is a play on "seeing real," reflecting their mission to create display technology that allows users to perceive digital content in the same way they see the real world.[3]

CEO Tomas Sluka's journey into light-field technology began around 2012-2014, motivated by his personal sensitivity to the vergence-accommodation conflict experienced in early VR headsets.[3]

Key Milestones

  • 2017 (November): CREAL founded by Tomas Sluka and Alexander Kvasov in Lausanne, Switzerland.[4]
  • 2018 (May): Closed a CHF 0.85 million seed round led by SICTIC investors.[5]
  • 2019 (January): Demonstrated their first prototype light-field display at CES 2019.[2]
  • 2019: Raised a Series A round of CHF 4.3 million, plus CHF 2.5 million as a grant from the European Innovation Council, and another CHF 0.5 million as a subsidized loan from the Fondation pour l'Innovation Technologique.[6]
  • 2020 (January): Showcased progress in miniaturizing their light-field display technology at CES 2020.[7]
  • 2020 (November): Raised CHF 6.5 million (~$7.2 million) in a Series A+ investment round led by Swisscom Ventures with participation from existing investors Investiere, DAA Capital Partners, and Ariel Luedi.[8]
  • 2021: Created preliminary AR and VR headset development kits.[9]
  • 2023 (September): Announced commercial availability of its light-field AR solution by early 2024, with a total of $18 million in funding raised to date.[10]
  • 2025 (January): Unveiled its new light-field display for augmented reality ready for integration.[11]
  • 2025 (March): Achieved first light from Photonic Integrated Chip.[12]
  • 2025 (April): Ex-Meta's Reality Labs VP of Research (AR/VR Display & Optics) joined CREAL advisory board.[12]

Technology

Light-field Display Technology

CREAL's core innovation is its light-field display technology, which differs fundamentally from conventional displays used in current AR and VR headsets. While conventional displays present two flat-screen images to create a stereoscopic illusion of three-dimensional imagery, CREAL's technology recreates the light rays as they exist in the real world.[10]

The key technological advantage of CREAL's solution lies in its ability to support both focus mechanisms of the human visual system:[13]

1. Vergence (also called stereoscopy): Where both eyes point at the same object to bring overlapping views of that object into focus 2. Accommodation: The ability to focus at different distances by bending the lens of the eye

By supporting both mechanisms, CREAL's display addresses the "vergence-accommodation conflict" that causes visual discomfort in conventional AR and VR displays, where the eyes are forced to focus at a fixed distance while attempting to converge on objects that appear at different depths.[3]

Technical Implementation

According to a 2017 patent application by CREAL co-founder Tomas Sluka titled "Near-eye sequential light-field projector with correct monocular depth cues," the company's approach to creating light-fields differs from traditional methods:[14]

  • Instead of using a microlens array (a common approach in light-field technology), CREAL's device emits several smaller pinhole-aperture light fields
  • These smaller light fields are guided to the eye using mirrors
  • The light fields can be produced using a pinhole mask in front of multiple LEDs, or with individual diodes coupled with an optical fiber whose exit point acts as a point light
  • These sub-light fields are selectively combined into a single light field by use of a spatial light modulator (SLM)
  • The SLM can use various mechanisms to selectively guide light rays or pin-hole light fields into or out of view, with a digital micromirror device being the primary example described in the patent

For AR applications, CREAL's light-field display uses a combiner (no waveguides needed) with a thin holographic film laminated onto a standard or prescription lens, making it compatible with vision correction requirements.[10]

The company has continually miniaturized its technology from large benchtop demonstrations to progressively smaller form factors suitable for head-mounted displays.[7] In March 2025, CREAL achieved first light from a Photonic Integrated Chip, marking a significant step in the miniaturization process.[12]

Products and Business Model

Rather than developing its own headsets, CREAL positions itself as a technology creator and licensor. The company develops reference designs and technology packages that can be integrated into partners' products.[6][15]

CREAL's product offerings include:

  • Technology evaluation kits for potential partners
  • Light-field display reference designs for AR and VR applications
  • Licensable hardware and software packages
  • Integration services for OEMs and ODMs

The company's light-field technology is particularly focused on enabling AR experiences within the user's personal space (arm's reach), where traditional AR displays struggle due to vergence-accommodation conflicts.[16]

Applications

CREAL's light-field display technology has various potential applications across multiple industries:[3]

  • Healthcare: Allowing surgeons to view medical information through AR glasses while performing procedures, enhancing precision and reducing the need to consult external displays
  • Technical Training: Facilitating more intuitive training for technical tasks by showing how to perform repairs or maintenance with properly focused AR overlays
  • Gaming and Entertainment: Providing more comfortable and realistic VR/AR experiences by eliminating eye strain and nausea
  • Vision Care: Integrating AR capabilities with prescription eyewear while maintaining optimal vision correction

Investment and Growth

Since its founding in 2017, CREAL has successfully raised significant funding to support its research and development efforts:

  • May 2018: CHF 0.85 million seed round led by SICTIC investors[5]
  • 2019: CHF 7.3 million (CHF 4.3M Series A round, CHF 2.5M grant from the European Innovation Council, CHF 0.5M loan from Fondation pour l'Innovation Technologique)[6]
  • November 2020: CHF 6.5 million (~$7.2 million) Series A+ round led by Swisscom Ventures[8]

As of September 2023, CREAL had raised a total of $18 million in funding and expanded to a team of approximately 30 people worldwide.[4] The company has secured 17 patent families related to its light-field technology.[1]

See Also

References

  1. ↑ 1.0 1.1 "CREAL SA". Venturelab. https://www.venturelab.swiss/creal. Retrieved May 2, 2025.
  2. ↑ 2.0 2.1 "Founded by CERN Engineers, CREAL3D's Light-field Display is the Real Deal". Road to VR. June 1, 2019. https://www.roadtovr.com/creal3d-light-field-display-ar-vr-ces-2019/. Retrieved May 2, 2025.
  3. ↑ 3.0 3.1 3.2 3.3 3.4 "Creal shows breakthrough in light field AR glasses that focus your eyes better". VentureBeat. September 26, 2023. https://venturebeat.com/metaverse/creal-shows-breakthrough-in-light-field-ar-glasses/. Retrieved May 2, 2025.
  4. ↑ 4.0 4.1 4.2 4.3 "CREAL Announces Commercial Availability of Light Field Augmented Reality Hardware/Software Solution by Early 2024, Achieved with $18M in Funding to Date". PR Newswire. September 26, 2023. https://www.prnewswire.com/news-releases/creal-announces-commercial-availability-of-light-field-augmented-reality-hardwaresoftware-solution-by-early-2024-achieved-with-18m-in-funding-to-date-301939281.html. Retrieved May 2, 2025.
  5. ↑ 5.0 5.1 "CHF7.3 million will help CREAL to bring true immersion to Virtual Reality". Startupticker.ch. https://www.startupticker.ch/en/news/december-2019/chf7-3-million-will-help-creal-to-bring-true-immersion-to-virtual-reality. Retrieved May 2, 2025.
  6. ↑ 6.0 6.1 6.2 "CREAL Picks up $7.4 Million in Funding for Its Light-field Tech". Road to VR. January 9, 2020. https://www.roadtovr.com/creal-series-a-investment-funding-grant/. Retrieved May 2, 2025.
  7. ↑ 7.0 7.1 "Hands-on: CREAL is Shrinking Its Light-field Display for AR & VR Headsets". Road to VR. January 9, 2020. https://www.roadtovr.com/ces-2020-creal-light-field-shrinking-for-ar-vr-headsets/. Retrieved May 2, 2025.
  8. ↑ 8.0 8.1 "CREAL raises CHF 6.5 million". Startupticker.ch. https://www.startupticker.ch/en/news/creal-raises-chf-6-5-million. Retrieved May 2, 2025.
  9. ↑ "CREAL Raises $7.2 Million to Bring its Light-field Display to AR Glasses". Road to VR. December 2, 2020. https://www.roadtovr.com/creal-light-field-display-series-a-plus-investment/. Retrieved May 2, 2025.
  10. ↑ 10.0 10.1 10.2 "CREAL announces 2024 availability of its light field AR solution". Auganix. September 26, 2023. https://www.auganix.org/ar-news-creal-announces-commercial-availability-of-its-light-field-augmented-reality-solution-by-early-2024/. Retrieved May 2, 2025.
  11. ↑ "CREAL Unveils its New Light Field Display for Augmented Reality: The Next Generation of AR Coming Today". PR Newswire. January 23, 2025. https://www.prnewswire.com/news-releases/creal-unveils-its-new-light-field-display-for-augmented-reality-the-next-generation-of-ar-coming-today-302356519.html. Retrieved May 2, 2025.
  12. ↑ 12.0 12.1 12.2 "CREAL LIGHT-FIELD DISPLAY I Bringing AR within arm's reach". CREAL. https://creal.com/. Retrieved May 2, 2025.
  13. ↑ "Hands-on: CREAL's Light-field Display Brings a New Layer of Immersion to AR". Road to VR. June 3, 2023. https://www.roadtovr.com/creal-light-field-display-new-immersion-ar/. Retrieved May 2, 2025.
  14. ↑ "Patent: How CREAL3D's Light Field Display Works Without a Microlens Array". LightField Forum. January 23, 2019. http://lightfield-forum.com/2019/01/patent-how-creal3d-light-field-display-works-without-a-microlens-array/. Retrieved May 2, 2025.
  15. ↑ "EXCLUSIVE: Hands-on CREAL lightfield XR headsets". The Ghost Howls. October 25, 2021. https://skarredghost.com/2021/10/22/creal-ar-vr-lightfields/. Retrieved May 2, 2025.
  16. ↑ "Enabling genuine focus at any distance I CREAL light-field technology". CREAL. https://creal.com/technology/. Retrieved May 2, 2025.
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