Website hijacking: A new dimension to online spaces

Advertising agency Modernista! is hijacking the creative hubs of the internet to create its own website. Modernista!’s site constitutes nothing more than a floating toolbar that links the reader to Modernista!’s mentions on some of the web’s biggest sites. To find out ‘About us’, the Modernista! page directs readers to its listing on Wikipedia, while browsers view the company’s video portfolio on YouTube, its print work on Flickr and its online campaigns via del.icio.us.

While many brands shy away from linking their sites with other internet content about them, Modernista! is fully embracing its own online reputation to create a transparent, constantly updated image of the company – a new, right-brained approach to web design and browsing as detailed in our Female Web trend.