And it has huge implications for business owners looking to advertise or simply grab the attention of passersby.
The Light Transmitting Concrete technology is designed by German concrete maker LUCEM and is currently on display in Aachen, Germany on one side of a new building at RWTH Aachen University.
LUCEM manufactures panels of concrete 3 percent of which are composed of optical fibers, clear strands of plastic through which light can be passed through. The university building facade in Aachen is made up of 136 of these panels which can change color and can be controlled from an iPhone app.
Outside of light shows, the wall can effectively be used as a giant screen as well. Text and logos can be displayed on building meaning that the structures of the future could be their own TVs or billboards.