Online video-sharing website Nico Nico Douga has become a popular place for young Japanese to check out new music. Now imagine stepping inside the site to experience those tunes live.
That's the feeling you get when you enter Tokyo's newest live venue, Nicofarre.
"We wanted to create an interactive musical experience where reality and virtual reality become blurred," says Takeshi Natsuno, managing director at Dwango, which runs Nico Nico Douga. With a decor consisting of the Internet, LEDs and augmented reality (AR), Natsuno has come pretty darn close.