The coolest effect i've seen

OK OK I know I post very much but I have a lot of question and i’m a n00b so I gotta ask…How on earth did they make this effect…
Go on the site at the bottom and after that loading…when you enter the site…in the middle of the page there is a icon…go with the mouse over it an observ:gi: Can somone tell me how they did it?

http://www.1001111-1001110-1000101.org/