Hybrid Youth Culture.
An epic collaboration between four agencies and dozens of creators. Aiwaworld is Sony’s youth culture based brand of electronics. The site was designed around the concept of hybrid culture/hybrid music.
Using visual avatars to represent musical genres, unique and unexpected combinations are created when the user ‘breeds’ them. Dragging the avatars together creates mutant genres like- Gaucho-Trance and Scottish Bagpipe-HipHop.