And how has that journey kind of, over the 20 years, how has that evolved or changed? Have you always had that clarity around what you're doing? I

think, yeah, the core mission, if you like, of the idea of bringing people into a space, we had the big London models that we'd developed to use at the London stand at Mipham, and they didn't have a home in London, so...

There was a sort of driving factor which said, we know that we can bring people together, but there isn't this space in London.

And we'd been taking people together at MIPIM and, you know, whether they be, you know, city leaders or developers or architects, construction companies, engineers and everyone else in the system.

And they'd come together and sell themselves at MIPIM and then we'd come back to London and all.

scuttle off to our corners and these silos it seemed to us didn't really have a space to coexist and develop thinking together they come together and be transactional on a project or you know on you know thinking about how they might drive investment or a planning project but they didn't actually kind of come together and sort of have the conversations before the project if I put it like that But also there was no space where the people that are affected Londoners could actually also see what was planned for the city.

When we set out, we just won the Olympic bid.

bring we shape better cities together i