The project began with logo development and was built upwards from that. The venue itself was an idea from the brainchild of the group company who wanted a bar where you could play the latest arcade games, including simulators and consume alcohol at the same time (basically a premium game centre with alcohol behind the bar). The New York project was developed over about 12 months. From the ground up, separate teams of graphic designers, architects, 3D and interior designers and planners worked on putting the whole thing together. When it was finally completed (way back in 2000) it was a huge success.
(The launch party had A list celebs (Brittany Spears) and was featured on an episode in ‘Sex and the City’).