The drive for sustainable energy has seen solar panels embedded in everything from phones to window panes to insect traps. However, the government of North Holland is now planning to install solar panels on a cycle path near the town of Krommenie, near Amsterdam. The Solaroad project has been developed by the TNO research institute alongside the Province of North Holland, the Ooms Avenhorn Group and Imtech. The design was unveiled at concept stage yesterday and is scheduled to be installed in 2012. The modular system consists of thick concrete blocks covered in a 1cm thick layer of silicon solar cells, which are then protected by toughed glass. It is expected to generate 50 kWh per square meter per year — electricity that can then be used for street lighting, traffic systems, or for household use. The wave of solar innovations shows no sign of slowing down. Meanwhile, governments and businesses around the world are clamoring for a piece of the solar pie. Where does your brand fit in?