Conventional lighting systems suffer from a serious but seemingly unavoidable limitation: sockets. Along with wires, plugs, and fixtures, this basic infrastructure dictates where lights can go and what they could look like. How would a designer get around that? Magnets, of course!
When I was a kid and traveled up to the big city, my sister and I would point out the car window and cry "dinosaurs" when pylons appeared on the hills. In this Icelandic dreamland, kids would shout "people!"