The Sega Flagship Store in Tokyo, designed as part of an academic project in Greg Lynn's studio, explores the concept of movement in architecture by animating the façade through dynamic, moving elements inspired by the traditional Japanese fan. This innovative approach transforms the building’s exterior into a kinetic surface, where movable parts shift and open, creating a sense of fluid motion that engages both visitors and passersby. These movable components are strategically designed to display Sega’s iconic characters as holograms, showcased on small stages. The interplay of movement, technology, and architectural design not only captures the vibrancy of Sega's gaming culture but also creates a unique spatial experience that blurs the boundary between physical and digital worlds.