Pi is a Tokyo-based boutique advertising firm, but you can’t tell by simply visiting their website. Instead, visitors are treated to an experiment in sonification, the auditory technique that conveys data and information through sound.
In a play off the company name, the website musically explores the first 1,000,000 digits of the irrational number π. Each digit is coded to a particular auditory switch. Numbers 2-9 trigger key sounds while 1 and 0 trigger drum sounds and invert the site’s color scheme. The resulting mix of sound and data is a mesmerizing auditory cacophony.
While this might seem counterproductive for an advertiser, it is entirely by design. Pi boasts big name clients such as Google and Nike, but wanted a discrete and unique web presence rather... keep reading