Cool hardwood flooring  

Wow.
Beautiful... interesting... and above all else, extravagant!

It looks like they are made f...
It looks like they are made from the outer quarters of the tree that are usually wasted or tuned into chipboard when milling, a good use of something that would otherwise be turned into more Billy bookshelves.

Lovely image. I get the feeli...
Lovely image. I get the feeling they might not be as nice in person. All said, though, very nice concept and from what I can see, nicely executed.

Not sure why
you say that, Heath. Waney-edge boards can be cut through any part of the bole -- and usually show some sapwood along both edges, inside the bark. One page of the site mentions the option of sapwood -- and the illustration shows cherry, I think, which isn't yet offered (oak only, for now).
I'm truly puzzled by how they pull this off. I see some evidence that the cuts follow the natural contours of a board -- but this isn't anywhere near universal, in the photos. If I were trying to put this into production, I'd want to develop a series of repeated curves so that there would be a degree of modularity. The photos suggest -- and the text doesn't contradict -- that the whole floor is custom-cut.
Nice to look at, in any event. I'm a bit surprised that they recommend gluing wide solid boards to the subfloor . . . considering the necessary movement of the material.
[edit: changed maple to cherry, in first para]

.
thats the impression I got from the blurb, you're right about the sapwood, perhaps a board is scanned, the outline contracted and this line used to create a cut line for the net board and so on and so on.
"Bolefloor?s optimization technology means savings of the natural resource. Not only is the surface aesthetically appealing, but Bolefloor innovations allow more floors per forest"

I first thought there were perhaps a half dozen different contours
that fit together in a repeat. But as SDR pointed out, many of the cuts DO seem to follow the wood grain (seen in other pics). How this flooring manages to fit together boggles the mind! Even the board ends are different widths, seems like a genuine jigsaw puzzle.
And, if one needed a replacement board down the road... how to go about getting the appropriate piece? (Not that it happens a lot-- but still!)
"Bolefloor allows a return to a natural state: floors as nature intended." Gotta argue with that statement-- this flooring is most preter-natural!

Wild look, but kinda gimmicky.
You could manage it in a basic millwork shop without the fancy software if you put some time and thought behind it. It does seem that they must custom fabricate to order, though. I think each board has unique contours.
SDR is spot on. Unless installed in a strictly climate-controlled environment, seasonal movement will certainly create problems down the line.

.
Must flooboards be quartersawn? If so that makes this even more of a quandry, wouldn't they only be able to do this from the mid area of the trunk?

No, they must not always be solid quartered heartwood.
Otherwise, they'd not vary so widely in price.

Yes,
quartersawn boards would have one irregular edge at most. None of the wood shown was quartersawn; the grain is narrow and more or less parallel to the board edges in that mode. The wood we see in the photos -- with some photoshopping, there, too, as in the edge-profile option page ? -- is all plain-sawn, I'd say. This yields the most usable wood possible from the bole, and produces the characteristic free grain patterns seen here.
I have to conclude, as does tktoo, that each board is unique -- which necessarily implies that an entire floor, of a given dimension, is "designed" and cut at one time, to be assembled to a pre-arranged pattern. Presumably the company would keep a record of each piece, and could replicate it upon request ?
Quite an impressive feat, employing the kinds of technology that makes much of today's "starchitecture" possible, with its irregular geometries and unique pieces and parts ?

A bit rustic for my taste....
A bit rustic for my taste. Barn like to be precise. Of course in the right interior, could be a winner. As far as floors nature intended...well those floors would be dirt in my opinion.

Heh-heh . . .
In that case, thank heaven for architecture ! Stone seems to me to be nature's flooring.

It's an odd mix of artifice a...
It's an odd mix of artifice and rusticity, if it saves resources and helps European manufacturing its got to be a good thing, would be unfortunate if it's a fad though, taken up in 10 years time because fashion has changed.
My great grandmother had compacted cowshit floors, apparantly years worth of wax and kerosene would bring it up to an almost black mirror shine.