Thinking outside the box with webdesign

This is an example of a design that breaks the mould and is highly efficient, and an enjoyable experience to browse.

http://supermundane.com/
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This one has the most amazing flash but I'm not sure that it works as a store. Can we step so far out of the box that we lose sight of userability?
I have to admit the site does entice you to purchase and is an enjoyable experience. Do you think though that users might find it too much going on and become frustrated?

Lolita Lempicka