When I look at this I am reminded of the inform display I saw a few months ago.
This is essentially giant pin art, according to the designers website, the visitors to the olympic park will have there faces scanned, and it will be displayed on the giant wall with 10.000 actuators forming the faces of those who enter. This concept gives the visitors a chance to be the faces of the olympics.
One could only imagine the possibilities for advertising one day. How amazing it would be to see it.