flat lighting by DMO

the concept behind flat lighting by korea-based design group DMO was to create a lamp
which appears as a simple graphic icon. light bulbs which are used in most lamps are not
present here, nor is there the space for them. instead, LED lights are hidden into a two
dimensional frame which looks like a standing lamp. the simple design leans against
the wall on an angle the user choses.

size of tall flat lighting is 400 x 1550 x 24 mm

flat lighting is available in plastic or wood




size of short flat lighting is 300 x 460 x 24 mm
image © designboom

image © designboom

http://www.skitsch.it/shop/designer/ding_3000
to those who siad it'a been done design isnt about invention it's about innovation so ease up.
if you have nothing nice to say.....well you know how it goes
Am I missing info on some technical innovation or production method?
Literally, this cut-out lamp in this exact shape and material has been done before, more than once, outlined lamp shade and all, 5-6-7 years ago, commercially succesful.
I can't find the one that I have in mind, but a quick search gives me these.
http://www.techfresh.net/wp-content/uploads/2009/08/the-blocco-lamp_01.jpg
http://www.yankodesign.com/images/design_news/2007/02/2/sloar_lamp.jpg
http://modculture.typepad.com/.a/6a00d83451cbb069e2011168d7f2de970c-800wi
http://www.hz-design.net/images/furniture_design/23_icon_lamp05.jpg
no new.
and i liked this one too:
http://alicerosignoli.it/wp-content/lamps-1.jpg
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