This flower lamp is more than just a pretty piece of décor for your home. It actually reflects a little green in your household. The lamp is capable of "blooming," therefore allowing more or less light out, and changing the look significantly. This blooming factor depends on the consumption of energy in the house. Contrary to how traditional flowers operate, when the energy consumption is low in the house, the flower blooms into a big and beautiful lamp. When the energy consumption is high, it shrivels into the ugly, non-bloomed lamp. It is supposed to encourage the green lifestyle, yadda yadda.
Overall, it is a pretty impressive looking lamp, but when effort has to be exerted to have something that looks good, that is a bit too much. At least it is only a conceptual design.