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The gossamer structure is meant to be a physical manifestation of the digital cloud. And it would, in fact, be a digital cloud that collects and broadcasts real-time data related to ongoing Olympic events, worldwide news and weather info, and practical city info for visitors.
The Cloud's "bubbles" are inflatable, transparent, three-dimensional screens laced with LEDs.
From within the main tower, visitors would have a closer look at the bubbles broadcasting ongoing events in real time. They could also look down on the city and the Olympic events taking place in buildings below.