Screen-X is the world’s first multi-projection theater that provides an innovative new experience platform for advertising. The keywords "Expandability" and "Flexiblity" are derived from the morphological features of the theater that reflect the expandable space and multi-faces of the projection. Hexahedron, the shape of the theater - creates flexible square motifs and are used for various devices according to different grid systems. The grid systems are designed for fluid movement. While the square motif is used for graphic elements like content frames, pop-up windows and icons for the website. In order for users to have the experience of flexibility, we proposed a responsive website that can be used for wide range of devices.