This reminds me of The Hospital:

http://hospital.apoka.com/

...and of 99 Rooms:

http://www.99rooms.com/

There's something ghastly appealing about abandoned buildings. The design firm "Belief" used to have a video too, I'll post a URL if I can find it...

I wonder if this provided any inspiration to Pangea Software's Enigmo and Enigmo 2:

http://www.pangeasoft.net/enigmo/index.html

http://www.pangeasoft.net/enigmo2/index.html

I think the thing we're looking at is just to get our attention and draw us to an unrelated website about chocolates.

The actual tech being used here seems to be MotionPortrait ( http://www.motionportrait.com/e/ ). Looks like their system uses a couple swfs and a face data file to warp parts of a still image in real time. At least that's part of what we're looking at.