Magink: Full Color Digital Ink Billboards.

An Israeli start-up company, Magink is set to revolutionize billboard advertising: it has developed "digital ink," basically a helix-shaped molecules that when stretched to a certain length, reflect a particular color. When they’re stretched even more, they reflect yet another color and so on - you can even animate them!

Magink’s technology trumps LED-based technology because it looks just like regular ink on paper, so there’s no problem with sunlight, and requires very little energy.

The company, however, is eyeing more than just billboards - they have plans to introduce the technology to create ever-changing wallpapers (the real kind that you put on walls, not monitors) and tabletops.

Magink website | Business Week Article - via Interactive Architecture