This is a 3d comic-book-style installation by artist Simon Birch. It was secretly promoted thru related grafitti, eventually revealed to be the work of Birch, and culminated in this creative, immersive installation. Another interesting thing about this project is that I'm pretty sure it was installed in the atrium of a shopping mall. I like the idea of a sneaky marketing campaign as well as of using an unconventional location to display your art.
Read more about it here.