Sometimes things are not as they seem. A trick of the light, or in this case, thousands of lights, can create an amazing “awe” factor.
Projection mappers have been doing this for years. They will often create an image of the surface they are projecting onto so it does not look like anything special. Then pow! The surface changes and it appears it is moving, opening up, or exploding.
Comcast recently did something similar on the 4mm LED wall at their corporate headquarters. At first it looks like a common wall or maybe even a stack of LED displays (I was wondering about the huge bezel displacement). Then pow!