The DIGISTONE consortium, a group of European SME in the electronics and construction material sector, aims to address a major market opportunity in the supply of large, concrete multimedia displays primarily for outdoor digital signage and commercial applications. The consortium wants to develop an innovative, intelligent building material in the format of a concrete media façade/display – a Digital Concrete Screen System. The concept is based on carefully positioned fibre optics, embedded into the concrete which allows a live image or natural daylight to be transmitted through the material appearing directly on the concrete surface. The ability to reproduce multimedia content directly onto large building or free standing walls has some obvious benefits when viewed against outdoor media and advertising market alternatives, most notably offering complete vandalism and weather proof digital signage and lighting - but it also enables entirely novel applications with a range of unique selling points to a very large group of potential end-users. In addition to market and economic benefits for the SMEs, the technology has the potential to benefit urban heritage and preservation as well as the environmental footprint of the street furniture industry due to drastically reduced maintenance and service requirements.The SME consortium has the capabilities to produce and market the new product, but lacks the financial resources as well as the expertise in photonics, building materials and electronics to enable the required technological development. Therefore, the group has identified the Research for SMEs programme as the suitable vehicle for overcoming the technological and financial barriers associated with the achievement of the objective.