In the beginning (well, 2007), Michele De Lucchi created Giona for his own brand, Produzione Privata. Who would have thought that it was still possible to come up with a completely new way to use lampshades!
This is watered down version of Giona: it is now just drum shapes -- maybe still shades, but not as overtly so. The combination of sizes, and the red end, do add a sense of motion (in this image, from right to left). The result is more commercial, though not very! It is a design for people interested in design and/or lighting.
The purity of the conception is somewhat diluted, however, because the paper rolls are interrupted by a fluorescent tube -- the light source is under the paper rather than in the lamp shades. You can see it here:
and here it is, seen end-on:
The paper from which Jamaica is made is treated with a polymer to make it robust enough. The inspiration for the name? Dreadlocks.