To promote the opening of its new shop in Grand Central station, Apple has installed a giant digital version of the traditional split-flap train schedule board using 58 computer display monitors.
Each letter appears to flip into place to reveal a series of headlines, including "Only one bar in Grand Central has Geniuses." ,"Drop off your Mac at 8:42. Pick it up at 6:29." "Grab an iPod touch. You'll wish your commute was longer." and "Soon, missing your train won't be so bad."
Source: Creative Review