They noticed that anamorphosis can be used to project data onto a 3D object, by placing a 3D object on a 2D data, this is how they developed this interactive system. Unlike an ordinary mirror anamorphosis, in this system, you rotate a cylindrical mirror on the iPad so that objects reflected in the mirror also rotate.
Sometimes the most simplest looking things can give you a jaw dropping effect. Like this stop-motion animation movie of an iPad sequence of illuminated 3D segments of typography, when photographed in a series and put together it gives a 3D effect of the text being projected. Not quite what R2-D2 would have made for Luke Skywalker, but we’re getting there.