Review: Non‐conventional phosphor host materials such as cryptands (see Figure) or zeolites now offer potential alternatives to the traditional inorganic solid‐state materials which find applications in e.g. fluorescent lamps, T.V. sets, or X‐ray detectors. Recent efforts to further optimize conventional materials are reviewed and a forward look is taken at the new‐generation materials which could further extend the physical limits of luminescence.magnified image