Philips Lighting has developed a new technology that allows LED lighting to be embedded into concrete. The goal of this assignment was to find a new business opportunity for this technology. After a thorough research the conclusion was drawn that architects are very interested in this technology, but they see different possibilities and want to use it for different applications. On top of that, architects would like to have more control of the total design including the lighting design aspect of their designs. This assignment resulted in PAL, Philips Architectural Lighting. PAL is a product-service-marketing system that inspires and enables architects to design integrated lighting applications as an integral part of their architectural project.