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Hyper-Matrix video wall moves, astounds

Think a visual experience can't get much better than 4K or IMAX? A Korean design firm pushes the limits with an installation containing multiple cubes that move in surreal patterns.

Regular walls seem so boring now.
Video screenshot by Christopher MacManus/CNET

Earlier this year, auto manufacturer Hyundai designed a pavilion in Seoul, South Korea, that served as a platform for touting the company's corporate philosophy and future ambitions during the 2012 Yeosu Expo. This probably sounds terribly boring, but one item within might amaze you.

Media firm Jonpasang worked in collaboration with Hyundai to create Hyper-Matrix, an enormous 180-degree installation with one major twist: the walls actually consist of thousands of motorized cubes that create a crazy sense of texture.

Similar to other Korean companies, Hyundai's marketing troupe often tries to appeal to the emotional side of consumers and creates large (and often seemingly irrelevant) presentations as a vehicle for that ambition.

When the Hyper-Matrix presentation kicks off, the 1-foot cubes move together in pixelated patterns before delving into a projected movie show featuring Hyundai-related multimedia and sweeping animated landscapes. More magic happens when the projectors display images upon the cubes, though, increasing the sense of dimensionality. Watch the supplementary making-of Hyper-Matrix video on Vimeo.

(Via Creative Applications)