Press Release

ZEISS and tesa establish strategic partnership to advance large-scale holographic technology

The agreement sets the stage for mass production of functional holographic films – with automotive windshields as flagship application

13 May 2025
  • Strategic partnership formalized: ZEISS and tesa have signed a cooperation agreement to jointly industrialize holographic technology.
  • Focus on serial replication: The combination of micro-optical expertise and advanced adhesive technologies enables large-area, reliable replication of holographic films.
  • Clear emphasis on automotive: Joint development efforts are aimed at transparent display solutions for automotive applications, particularly windshields.

Jena / Norderstedt, Germany | 13 May 2025 | ZEISS Group

Technology leaders ZEISS and tesa are joining forces to bring holography to industrial scale. The two companies have signed a strategic partnership agreement to drive the serial replication of large-format, holographically functionalized films – with a focus on transparent display applications in automotive windshields.

By combining ZEISS’s microoptics expertise with tesa’s advanced adhesive technologies, the partnership aims to enable scalable, process-stable production of optical holographic components for integration into transparent surfaces such as glass.

A flagship project of the collaboration is the development of holographic display solutions for vehicle front windshields. These solutions promise reduced weight and installation space, while enabling additional visual and functional features for drivers and passengers alike.

  • Representatives from ZEISS and tesa after signing the agreement to jointly industrialize large-area holography technology.

    Signing of the strategic partnership at the Global Headquarters of tesa SE.
    Representatives from ZEISS and tesa after signing the agreement to jointly industrialize large-area holography technology.

    Front left outside: Martin Thom (Head of Business Operations ZEISS Microoptics)
    Front left: Dr. Norman Goldberg (CEO tesa)
    Left: Felix Neubauer (Global Business Development Exterior Automotive tesa)
    Back left: Jörg Diesfeld (CFO tesa)
    Middle left: Dr. Ingrid Sebald (Board Member Technology tesa)
    Center: André Kutz (Head of ZEISS Photonics & Optics)
    Middle right top: David Caro (Head of Business Unit Automotive tesa)
    Middle right top outside: Stephan Höfer (Head of Business Development & Marketing ZEISS Microoptics)
    Middle right: Roman Kleindienst (Head of ZEISS Microoptics / EVP ZEISS Microoptics)
    Bottom right: Boris Kawa (Head of New Business Development, tesa)
    Bottom right outside: Dr. Viktor Schütz (Head of Partnership Management & VP ZEISS Microoptics)

  • Signing of the agreement at tesa SE’s Global Headquarters.

    Signing of the agreement at tesa SE’s Global Headquarters.

    From left to right: Dr. Ingrid Sebald (Board Member Technology tesa), Dr. Norman Goldberg (CEO tesa), André Kutz (Head of ZEISS Photonics & Optics), and Roman Kleindienst (Head of ZEISS Microoptics / EVP ZEISS Microoptics) formalize the strategic partnership between tesa and ZEISS to industrialize large-area holography technology.

Pooling industry expertise to shape next-gen technologies

Both partners bring deep industry knowledge and experience in the industrial implementation of technological innovations: ZEISS as a leading provider of micro-optical components and tesa as a long-standing development partner across various industries, focusing on self-adhesive product and system solutions.

"This partnership is a milestone in the industrialization of holography – especially for large-scale applications. Together with tesa, we are laying the foundation for bringing holographic innovation to market in a scalable and economically viable way," says Roman Kleindienst, Head of ZEISS Microoptics / EVP ZEISS Microoptics.

tesa also sees the collaboration as a signal of what’s to come

"As a long-standing partner to the automotive and consumer electronics industries, tesa brings its extensive process and materials expertise to the partnership with ZEISS. Together, we will significantly advance the serial replication of holographic solutions. With ZEISS, we have a global technology leader by our side – we look forward to working closely together and developing forward-thinking projects for our customers," says Dr. Ingrid Sebald, Board Member for Technology at tesa.

Press Contact Nadine Tusche

Marketing and Communications
ZEISS Microoptics

About ZEISS

ZEISS is an internationally leading technology enterprise operating in the fields of optics and optoelectronics. In the previous fiscal year, the ZEISS Group generated annual revenue around 11 billion euros in its four segments Semiconductor Manufacturing Technology, Industrial Quality & Research, Medical Technology and Consumer Markets (30 September 2024).

For its customers, ZEISS develops, produces and distributes highly innovative solutions for industrial metrology and quality assurance, microscopy solutions for the life sciences and materials research, and medical technology solutions for diagnostics and treatment in ophthalmology and microsurgery. The name ZEISS is also synonymous with the world's leading lithography optics, which are used by the chip industry to manufacture semiconductor components. There is global demand for trendsetting ZEISS brand products such as eyeglass lenses, camera lenses and binoculars.

With a portfolio aligned with future growth areas like digitalization, healthcare and Smart Production and a strong brand, ZEISS is shaping the future of technology and constantly advancing the world of optics and related fields with its solutions. The company's significant, sustainable investments in research and development lay the foundation for the success and continued expansion of ZEISS' technology and market leadership. ZEISS invests 15 percent of its revenue in research and development – this high level of expenditure has a long tradition at ZEISS and is also an investment in the future.

With over 46,000 employees, ZEISS is active globally in around 50 countries with more than 60 sales and service locations, around 40 research and development facilities, and 35 production facilities worldwide (30 September 2024). Founded in 1846 in Jena, the company is headquartered in Oberkochen, Germany. The Carl Zeiss Foundation, one of the largest foundations in Germany committed to the promotion of science, is the sole owner of the holding company, Carl Zeiss AG.

Further information at www.zeiss.com

About ZEISS Microoptics

ZEISS Microoptics, the world's only technology Tier1 supplier for holographic solutions for a wide range of applications in the mobility, hometech and consumer sectors. The "Multifunctional Smart Glass" technology enables, among other things, large-area holographic projection systems, highly integrated cameras in transparent media and holographic lighting applications. ZEISS Microoptics offers the complete value chain from optical design and mastering to holographic replication systems for series production. ZEISS Microoptics is based in Jena, Germany, and is part of the strategic business unit Photonics & Optics.

Press Photos

  • Signing of the strategic partnership at the Global Headquarters of tesa SE

    3 MB
  • Signing of the agreement at tesa SE’s Global Headquarters

    3 MB



Share this page