When I first saw this I thought it was woo-woo "crystal magic" or some such, but it's actually legitimate concentration of light energy that both enhances solar generation, and can provide an architectural light source. It's also rather beautiful in and of itself and would make a worthy addition to any modern architectural endeavor.
They claim it can even concentrate the energy enough to get solar energy from Moonlight, although I doubt it's much.
Rawlemon