This is Greta, a pendant lamp released by Svenskt Tenn at the Stockholm Furniture Fair 2011.
It is an adjustable lampshade designed by John Astbury, Bengt Brummer and Karin Wallenbeck at Stockholm studio WHATSWHAT. By pulling the drawstring the user can change the character of the piece and redirect the light.
Greta is available in 6 colors: yellow, blue, green, pink, white, and black.
Photos: via David Report