What Avalon Holographics does

Avalon Holographics is a Canadian deep-technology company that has commercialized the NOVAC display, a 40-inch light field holographic table that renders glasses-free, multi-user 3D content from 4.5 billion active pixels at a 74-degree viewing angle. Founded in 2014 by Wally Haas in St. John's, Newfoundland, the company built its technology over more than a decade of R&D, amassing 61 granted patents and a team of 80+ including 14 PhDs, before launching NOVAC commercially in May 2025. The platform is anchored by a projector-based optical engine fed by NVIDIA RTX GPUs and is paired with proprietary codec technology (US Patent 10,432,944) that addresses the bandwidth and real-time rendering challenges of light field content.

Avalon monetizes the NOVAC system as a roughly $5M USD hardware sale under multi-year contracts, supplemented by software licenses (HighGround battlespace viewer, RaySlicer DICOM platform, DirectX 12 API, Unreal Engine and Unity integrations), extended warranty subscriptions, and professional services. The company sells primarily through direct enterprise field sales with a heavy event-driven motion across defense and medical trade shows (AUSA, I/ITSEC, Sea Air Space, RSNA) and a network of demo locations in St. John's, Orlando, Oak Ridge, and the San Francisco Bay Area. Named customers and partners include the Canadian Department of National Defense (IDEaS program funding), the Royal Canadian Navy, GE Healthcare (Advantage Workstation integration), Kongsberg Geospatial (holographic SONAR for submarine tracking), NVIDIA (Omniverse integration), and Epic Games (MegaGrant). Defense and healthcare are the two primary verticals, with manufacturing, space, urban planning, emergency management, and consumer entertainment positioned as longer-dated expansions contingent on a planned OLED flat panel tile platform that targets a roughly 90% cost reduction versus current projector-based systems and is the focus of an active $50M USD fundraise.

Name

Avalon Holographics

Legal name

Avalon Holographics Inc.

Website

https://avalonholographics.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Avalon Holographics builds glasses-free 3D holographic displays (NOVAC) and supporting software for defense, healthcare, and industrial customers, commercialized in 2025 after a decade of R&D.

Ownership category

akta.pro rank

Product category

Holographic Display Systems

SIC

Optical Instruments & Lenses (3827)

akta.pro primary industry

4K/5K/8K & High-Resolution Monitors (HDACADAH)

akta.pro secondary industries

Medical-Grade Displays (Diagnostic/Clinical) (HDACADAJ), VR/XR Hardware & Accessories (Headsets, Controllers, Trackers, Haptics) (MPAFAGAG)

Keywords

• Holographic display technology
• Light field visualization
• Glasses-free 3D displays
• Volumetric imaging solutions
• Spatial computing hardware

Headquarters

HQ city

St. John's

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Hardware Sales - NOVAC Display: Sale of the NOVAC holographic table display, the company's flagship product. The 40-inch display is available now and optimized for NVIDIA RTX GPUs, Windows and Linux. Priced at approximately $5 million USD for the complete system.
2. Software Licenses and Integration: Revenue from software products including HighGround battlespace viewer, RaySlicer medical imaging platform, Unreal Engine/Unity plugins, and DirectX 12 API. Support for industry-standard file formats (OBJ, FBX, GLTF, 3DTiles, DICOM, GIS).
3. Professional Services: Implementation, training, and support services for enterprise deployments. Includes extended warranty options covering maintenance and technical support.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Avalon Holographics designs, manufactures, and sells the NOVAC 40-inch true holographic table display, the world's first commercially available glasses-free 3D display with 4.5 billion active pixels and a 74-degree viewing angle that allows multiple users to view shared 3D content simultaneously. The company also sells companion software (HighGround battlespace viewer for defense, RaySlicer for DICOM medical imaging), developer tools (DirectX 12 API, Unreal Engine/Unity plugins, custom codec), and professional services with extended warranty support.

Product overview

Avalon Holographics offers a unified holographic display platform centered on NOVAC, the world's first commercially available true holographic table display. The portfolio includes companion software products: HighGround (holographic battlespace viewer for defense), RaySlicer (DICOM medical imaging platform), and DirectX 12 API for custom development. The platform integrates with Unreal Engine, Unity, NVIDIA Omniverse, SIMDIS, TAK, and GE Healthcare AW 3D Suite. The company is developing future OLED-based flat panel technology to expand from projector-based holography to scalable tiled displays.

Differentiator

Problem solved

Functional benefit

Brands

• NOVAC: The world's first true holographic table display - a 40-inch holographic display table that renders realistic 3D holograms without headsets or glasses. Features 63,888 x 69,696 pixel resolution, 74-degree viewing angle, and 4.5 billion active pixels.
• HighGround
• RaySlicer
• RaySlicer

Products and services

• NOVAC (Novel Virtual Architecture Console) Holographic Display The world's first commercially available true holographic table display, a 40-inch table-style display rendering realistic, glasses-free 3D holograms for multiple users simultaneously. Features ultra-high resolution (63,888 x 69,696 pixels), 4.5 billion active pixels, 74-degree viewing angle, and 30 fps smooth animation. Targets defense, healthcare, manufacturing, and other high-stakes environments for digital twin, AI visualization, and group collaboration use cases. Priced at approximately $5 million USD per system.
• HighGround Holographic Battlespace Viewer Holographic battlespace viewer that visualizes live, recorded, or simulated scenarios in rich 3D detail. Renders geo-referenced terrain, platforms (vehicles, personnel), and sensor data including RF. Integrates with SIMDIS and TAK for defense situational awareness and mission planning.
• RaySlicer Medical Imaging Platform Holographic imaging platform for segmentation, volumetric rendering, and immersive visualization of DICOM data. Designed for NOVAC holographic displays, offering similar functionality to 3D Slicer but with enhanced spatial awareness and real-time interaction for medical imaging, surgical planning, education, and research.
• DirectX 12 API for NOVAC Dedicated API with DirectX 12 example applications that simplifies setup of a custom holographic pipeline on NOVAC while preserving full DirectX 12 access. Enables developers to port projects to the NOVAC holographic display without building a holographic renderer from scratch.
• Raydiance SDK Software development kit for Avalon's holographic displays, paired with the 29-inch Proto-Maxwell Holographic Display to present rich 3D content without glasses or headsets.
• Avalon Codec Technology Proprietary codec technology that addresses streaming and real-time rendering challenges for light field displays, encoding and decoding 3D scene data for real-time holographic rendering. Covered by US Patent 10,432,944.
• Unreal Engine Integration for NOVAC Customized version of Unreal Engine optimized for the NOVAC holographic display, enabling high-fidelity, real-time 3D visuals with photorealistic rendering and ray tracing. Developers script a holographic camera's transform to frame scenes without specialized holography knowledge.
• Unity Plugin for NOVAC Unity plugin that adds a holographic camera for composing 3D perspectives, making it easy to render applications holographically. Preserves full Unity functionality including physics, lighting, and access to its asset ecosystem.
• Flat Panel OLED Technology (Future) Future OLED-based flat tile panels under development that can be linked together to create massive tables, walls, and showroom displays at accessible price points. Planned 6-inch flat tile panels aim to reduce costs by nearly 90% compared to projector-based holography.

Quantifiable outcome

• Multi-user 3D visualization without headset fatigue or nausea
• +2 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability3 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered core, important and minor.

• Kongsberg GeospatialcoreStrategic or Co-development Partner · 29 September 2021Partnership to develop revolutionary holographic SONAR display for submarine tracking, funded by Canadian Department of National Defense IDEaS program. This collaboration represents world-first development of holographic tactical display for passive SONAR tracking.
• Epic GamesimportantTechnology or Integration · 1 August 2020Received Epic Games MegaGrant to support research into using ray tracing to optimize Unreal Engine 4 for multi-view displays. Enables high-fidelity real-time 3D visuals with photorealistic rendering on NOVAC.
• GE HealthcarecoreStrategic or Co-development PartnerCollaboration to integrate NOVAC holographic display with GE Healthcare's Advantage Workstation. Colin Holmes, Senior Director of Additive and Mixed Reality, provided testimonial and demonstrated technology at RSNA conference.
• NVIDIAcoreTechnology or IntegrationNOVAC optimized for NVIDIA RTX GPUs with direct integration to NVIDIA Omniverse. This enables AI systems to be visualized spatially in real-time, particularly valuable for manufacturing, automotive, robotics, and aerospace operations.
• University of AlbertaimportantStrategic or Co-development PartnerCollaborates with nanofabrication facilities at University of Alberta for R&D and fabrication of holographic display components.
• University of WaterlooimportantStrategic or Co-development PartnerCollaborates with research facilities at University of Waterloo for holographic display technology research and development.
• LG NOVAminorGTM or Marketing PartnerSelected for LG NOVA's Mission for the Future program from 2,170 submissions. Featured at CES 2023 LG NOVA lounge to showcase holographic display vision.
• Canadian Technology Accelerator (CTA) BostonminorGTM or Marketing PartnerSelected for 2021 CTA Boston cohort, one of 11 companies representing sectors including Life Sciences, Digital Health, ICT, Robotics, AI. Eight-week program providing access to Boston market resources.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Looking Glass Factory: Looking Glass Factory develops light field and holographic desktop displays for groups, including the Looking Glass Pro and Portrait product lines. It is the most direct competitor to Avalon's NOVAC table display in the glasses-free holographic display category, targeting similar enterprise, creative, and visualization use cases.
• Leia Inc: Leia Inc builds light field display technology for tablets, monitors, and automotive HUDs, leveraging diffractive optics to deliver glasses-free 3D. It is a direct competitor in the underlying light field display technology stack and competes for the same multi-view, glasses-free visualization value proposition as Avalon.
• Voxon Photonics: Voxon Photonics manufactures volumetric 3D displays (VX1, VX2) that render true 3D imagery viewable from multiple angles without headsets. It competes directly with Avalon in the glasses-free volumetric/holographic display space for defense, medical visualization, and experiential installations.
• Holografika: Holografika develops light field 3D holographic displays, including 3D Cinema displays and large-format visualization walls. It is a direct competitor in light field/holographic display technology for professional and research visualization applications.
• Realfiction: Realfiction develops mixed reality and holographic display products, including the DeepFrame display platform for large-scale 3D visualization without headsets. It is a direct competitor in the glasses-free holographic display category, particularly for retail, events, and public installations.

Emerging players

• Magic Leap: Magic Leap develops spatial computing headsets (Magic Leap 2) targeting enterprise, healthcare, and manufacturing use cases that overlap with Avalon's defense and medical focus. It competes via a different delivery mechanism (headset) but addresses similar spatial visualization pain points.
• Dimenco: Dimenco (acquired by Leia Inc) develops glasses-free 3D and light field display technology integrated into monitors and embedded systems. It is an emerging competitor in the underlying holographic/light field display technology layer relevant to Avalon's roadmap.

Broad incumbents

• Sony Spatial Reality Display: Sony's Spatial Reality Display (SRD) is a glasses-free 3D display using eye-tracking and light field technology for enterprise visualization. As a product of a major electronics incumbent, it competes for the same glasses-free 3D design review and visualization workloads but with a smaller-format, lower-resolution display.
• Microsoft HoloLens: Microsoft's HoloLens mixed reality headsets target defense (IVAS), healthcare, and enterprise training markets that overlap with Avalon's defense and medical segments. While not a direct display competitor, it represents the headset-based alternative procurement decision for many of the same customers.
• Apple Vision Pro: Apple's Vision Pro spatial computing platform targets enterprise visualization, healthcare, and design workflows that overlap with NOVAC's value proposition. Although headset-based, it competes for the same customer R&D and CapEx budgets and influences buyer expectations around spatial computing form factors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/avalon-holographics
• Xx.com/AvalonHolo
• Instagraminstagram.com/avalonholographics

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds7 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Avalon Holographics