World's First Screen Made of Concrete - New Ad Medium?

You can actually play Pong on this 20-meter high IMAX screen made of concrete. Innovation Lab claimed this as “the world’s first screen made of concrete.” The “transparent” concrete consists of embedded optical fiber arranged in pixels that transmit natural and artificial light. Anything projected onto the back of the concrete screen will be transmitted to the front, much like a projector TV. Innovation Labs foresee a changing world of outdoor advertisements and architecture.