The task set by MGM was challenging and multi-faceted. We were asked not only to design the greatest Irish pub of all time in the USA, but to research and create a memorable brand name and identity that had its roots deep in Irish culture and history and then execute the brand iconography and create its environment. Having created the brand and the architecture, we were again challenged by MGM to macro manage and operate the venue and be responsible for its ultimate success. At the outset, we knew we would be creating a brand and building a venue with a turnover of at least of 5 to 7 million US dollars. We created Nine Fine Irishmen.