There are two cool things about the wallpaper from Dutch designer Jonas Samson:
First, when it is turned off it looks like normal wallpaper — stylish and sophisticated, with flowing floral patterns, but otherwise normal.
Second, this is the sort of wallpaper you can predicate with the phrase “when it is turned off.” When it is turned on light appears from behind the wallpaper as if by magic. The sensation it gives to a room is truly transforming. See more photos below: