With Delta Airlines as its first client, a start-up called Misapplied Sciences out of Redmond, Washington will build displays that up to 100 people can look at — all seeing different, personalized information including wayfinding, flight detail, boarding times and upgrade status.

Here’s a video on how it works:

Delta Airlines announced it at today’s CES Show in Las Vegas — but the technology has been in development for a couple of years. Founded by an engineer who’s specialized in touch-screen development and a former director at Walt Disney Imagineering, Misapplied Sciences says their tech can make pixels in a display project up to a million different light rays, simultaneously — each with a different coil and brightness level. Then, they say, each ray can then be software-directed to a specific person.

It’s a totally new display technology but it’s backed by VC-funding and received it’s Series A round of financing in February 2019 with a $7 million infusion of capital.

We’ll keep you posted on this technology!

Misapplied Sciences is here.