Philips has partnered with flooring company Desso to develop "light transmissive carpets." The concept integrates LED lighting into fabric, enabling a number of applications. One area that Desso — a big name in commercial and industrial flooring — is interested in is signage. By controlling which areas of the carpet light up, Philips and Desso are able to integrate information into the floor, be it guiding arrows, logos, or text.
http://www.theverge.com/2013/11/20/5125006/philips-desso-light-transmissive-carpets
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