The idea is basically to have a kind of floor mat that can be reshaped to suit your furniture needs of the moment. This is definitely an idea that has a very Japanese complexion to it. Here in the west I think we are too wedded to the idea of our chairs and sofas to really ever consider ways of making sitting on the floor more comfortable.
I really like the idea of having this one totally configurable bit of furniture. Just being able to grab and manipulate your environment to shape to your needs at that moment. I think this is just a prototype at the moment, but if it goes into production I would be very interested to try it out.