This was SPIE Photonics West 2026

CEO Florian Zangerl about: The Five Things We’ve Learned About Exhibiting at Photonics West

Trade shows always look glamorous from the outside. Bright lights. Exciting technology. Inspiring conversations. And all of that is true. But behind every successful booth there’s a bit more going on.

After this year’s SPIE Photonics West, we realized something: success at a trade show isn’t accidental. It’s built on a few simple (but powerful) principles.

Here are ours.

1. Go with the right people

You’ll spend a lot of time together. Early mornings. Long days. Even longer evenings. So choose wisely.

This year, that meant Christof Hieger, Ulrich Ramach, and Andreas Höfinger. When you’re surrounded by people who are not only knowledgeable but genuinely great to work with, everything changes. The energy stays high. The conversations stay sharp. And even the stressful moments become memorable ones.

2. Go with people who will still staff the booth after a long night

Let’s be honest: trade show evenings can get long. Networking dinners, spontaneous meetups, industry events. And then the next morning, the booth opens at 9.

The real test of a team? Showing up the next day with a smile, ready to explain complex technology for the hundredth time — and still making it sound exciting.

That’s when you know you’ve chosen well.

3. Bring Mannerschnitten

Yes, they tend to “disappear overnight.” We suspect security has excellent taste in Austrian wafers.

But during the day? They are absolute magic. A small, unexpected treat breaks the ice, starts conversations, and makes visitors linger just a little longer. Sometimes innovation begins with a simple chocolate wafer.

4. Build your booth yourself

There’s something different about a booth you’ve assembled with your own hands.

When you’ve tightened the screws, adjusted the lighting, and positioned every component yourself, you connect to the space differently. It’s no longer just square meters on the exhibition floor - it’s your stage.

And that sense of ownership shows in every conversation you have there.

5. Have something new to show

This one is crucial.

For us, that “something new” was phase light modulation (PLM) — enabled by the latest Texas Instruments chipsets and powered by electronics designed by In-Vision Technologies AG in Guntramsdorf.

PLM sparked curiosity. It opened technical discussions. It demonstrated that innovation isn’t just something we talk about — it’s something we build.

And at a show like SPIE Photonics West, where the global optics and photonics community gathers, that makes all the difference.

We followed all five principles this year. And guess what, it works.

Already looking forward to the next one.