We'll let the the site speak for itself:
Functioning as an unexpected myth builder - myth as fantasy, deception, unfounded explanation of the unknown, & social legend - the booth is designed to:
Ľ Surprise & delight its audience
Ľ Encourage an openness to play & create social relation through confrontation of the unexpected
Ľ Stimulate multiple emotions simultaneously (confusion, excitement, inspiration, vulnerability, selfconciousness) by inducing a mini "transcendent/synesthetic" experience similar to having a crush, falling asleep, lucid dream...
Ľ Encourage patience & optimism in unexpected circumstances
Contributed by Brian