Past research of the Laboratory of Experimental Strength of Materials and Structures of Aristotle University of Thessaloniki, Greece, dealt with the development of a new clay unit, vertically perforated, suitable for the construction of reinforced masonry structural members. This novel unit has the proper geometrical and mechanical properties to comply with the existing regulations. At the same time its geometry forms a vertical hole and horizontal prefabricated channels to host reinforcing steel bars. The rest of the vertical holes is filled with expanded polystyrene to improve the overall energy performance of the building. Thus, this unit aims to the integrity of both structural performance and energy efficiency. Experimental measurements have been conducted in reinforced masonry piers under in plane and out of plane seismic type forces. Both unreinforced and reinforced with different reinforcing details were tested. A summary of this experimental campaign is presented here. Following, a two-story building, is investigated based on numerical models with 2D shell elements and equivalent static analysis. The seismic design is conducted according to laboratory measurements. The performance of the structure under seismic loads is discussed taking into consideration the regulations of Eurocode 6 and 8.