British designer Thomas Heatherwick was chosen to helm the project. "In a sense, we tried to be very idealistic and think 'what's the best thing that we really think should happen here?' In the development team's mind originally was that there would be a sculpture. Of course, identity is done with a sculpture. And in the studio, we've been interested in trying to break down the idea that there's a functional world and there's culture and they are two separate things," he said in the documentary.
"To us, how a place makes you feel is its function." Heatherwick added.