How do you design an identity for a generation that tends to reject anything that was designed for them?

It's a very good questions.

[laughs] And you remind me, [laughs] I mean, this is connected to the previous question.

Um, when we did that project, um, the, the, the project was divided in, uh, initial master plan, uh, which was done maybe two years before by, by, by another company.

Then we were appointed for the, um, not concept, yeah, kind of concept development or, uh, you know.

And then there is another phase which probably just started now, um, of, uh, implementation.

And the funny thing is that it tooks like seven years [laughs] from the, the first master.

... versus I think like a, a traditional watering hole where people just arrived and congregated.