Companies have been lighting up (and drawing attention to) simple brick walls for some time now, and while hitting up a game of Tetris is indeed novel, we're thinking the real profit resides in lightweight screens we use in front projection. This rock-hard display consists of not-so-average concrete with "embedded optical fibers, arranged as pixels, capable of transmitting natural as well as artificial light." When light is projected from the rear, the pixels illuminate to display imagery, which could certainly transform a vanilla office building into an ad-filled poster board. While we're not sure when we can expect these things to start popping up around here, Innovation Lab claims that orders are already backing up, and of course, there's always the live action video after the break to tide you over for now....

[Via We Make Money Not Art, thanks Naser A]

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