It's called ixxi, a play with letters since the way the whole system works is by conecting the X's and the I's to create just about anything you want on your wall.
With ixxi, you can use your own photos and ideas or you can just purchase an already created masterpiece. They are based in the Netherlands and have collaborated with many artists and museums, for example with the Rijksmuseum Amsterdam, as well as with studio boot. The images below are from the LOCO special collection by studio Boot. Enjoy!
Watch this video which in a couple of seconds it explains exactly how it works:
We will be posting the pics of our place when we get our box in the mail...
(images and video via ixxi.nu)