I love this project because it serves as empirical proof that architects are starting to think of media as a material with which to build, and designers are becoming liberated from the strange conventions that content need always be flat and rectangular. Here the architecture is the interface, and the content is created in 360 degrees. This isn’t just a bigger TV or a game in the round. This type or building requires a paradigm shift in the way we think about storytelling and experience—how content is mapped; how it unfolds over time; how it feels, sounds and smells; and how it changes over time. That’s design with an impact.