How should they think about the architecture as part of the business model and not just the construction costs and the build-out? How should they think about making sure they incorporate the expenditure of designing the space so that it makes sense for them?

I think what's kind of interesting about... design is that it comes through straight from the brand, the logo, the identity that you create all the way through.

You can make it be shaped all the way through.

I was looking at some of your other series and seeing how When you create this brand identity, it moves through the logo.

It moves through the context of what the experience that the boutique hotel owners want to create.

There's also the way architecture is used.

You can do exactly the same through design.

Anyway, this is, that wasn't a site.