This interesting artificial skylight really does have great potential applications in areas such as dark basements without any real windows where it can be used to create a focal point in something akin to an artificial atrium.  Or maybe even in a swimming pool that has no access to natural daylight.   It'd be very interesting to see two or three of these in a row.

The only current drawback (apart from the price) is the fact that the 'sun' doesn't move, so if you spend a lot of time in that area it could seem like  a time warp!   If the designers can work on this so that the light source emulates the movement of the sun it really will be a force to be reckoned with.       

Update

Since writing this, they have developed a much smaller version of the product with more means of control which emulates the effect of natural light at different times of day:

Its another example of the type of exciting lighting that's been opened up by the advent of newer, more efficient LED lamps, so its good to see that its now benefitting from EU development funding.

By combining this with other types of artificial lighting, we can really achieve the daylight/artificial balance in a totally windowless area.