The first website to be launched in the natural world went live today during a ribbon-cutting ceremony on the rooftop of Hint, the Kansas City video production and experiential design firm formerly known as T2.

With temperatures in the 30s, Hint owner and CEO Teri Rogers was joined by a small group of Hint employees who had contributed to the creation of the high-concept site, hinthint.tv, which is billed as “blending digital production with streaming reality” and is the culmination of the renamed company’s rebranding campaign.

“My team is always coming up with something that’s never been done before,” Rogers said. “That always makes me nervous, but it was a fun process.”

When the website went live today, Rogers and six fellow ribbon cutters held up signs that read, “Refresh your browser.”

Here’s how Hint’s “real” website came to be in recent weeks: Five rectangle-shaped “web pages” – metal frames measuring 2.5 feet by 7 feet by 4 feet and each weighing 150 pounds – were placed by a crane on top of the Hint building at 19th and Wyandotte streets in Kansas City’s Crossroads Arts District. As of today, each physical “page” is viewable on the virtual website thanks to weather-resistant rooftop cameras that stream video 24 hours a day. Each “page” is also illuminated at night.

Garrett Fuselier, one of the creative directors at Hint, called the rooftop website a piece of conceptual art that “takes all those things that you’re used to seeing on a website, but makes them actual.”

“It’s to gain attention, too,” he said. “But it’s also to position what our business does—the ‘new real,’ a mixture of physical and digital.”

Such “new real” examples of the company’s experiential designs have been part of special events, including the grand opening of the Kauffman Center for the Performing Arts.

“We use the techniques of animation, motion and production,” Fuselier said. “But we incorporate them into a physical space—projecting on walls or on the back of a building.”