FLARE "Kinetic Ambient Reflection Membranes"

I saw this, of all places, on brilliant and amazing mentalist Derren Brown's cool new blog, and since Brown is notorious for elaborate cons and deceptions, I thought this might be a hoax that's part of some insane piece that he's working on.

But apparently, it's real and it's very cool! On the company's website they have some higher quality video and here's some photos I found on flickr, but in the meantime here's some embedded youtube: