Shelves that automatically change design

The panel on the shelf turns, changing the design every moment. I often see it on the advertisement panel, but furniture that incorporates it is innovative.

Details are as below.
I'm going to pinch my hands when I get out of hand, is this shelf actually usable?
Video CHANGING CUPBOARD


This is a Swedish-based design unit "FRONT" consisting of four women exhibited at the international furniture exhibition Milanosalene. It seems to be applicable to various things as well as shelves.

Front - CHANGING CUPBOARD

Looking at the design from the front it looks like the following.