Basically, these guys are out to help change the perception of video games in the public eye by developing exhibits around experimental games that really do push the envelope in terms of driving play and provoking particular behaviors from their audiences.
They've been around for a few years, but they're prepping for an event in Manhattan: 6 consecutive 2-week exhibits in Time Square to showcase cutting edge indie games.
If I get the chance, I'm totally going to check this out.