The University of Manitoba’s Student’s Union Executive Council retained our office to help them reinterpret, re-brand and re-launch their on-campus pub. For years, this establishment was a dark and brooding drinking hall, a hide-away for students from their homework and their woes. Our combined vision was to transform the space into a more current and relevant multi-functional gathering place. A place for all - both male and female, students, faculty and the general public. A space for dining, dancing, celebrating and conduction and participating in educational seminars can all be accommodated - concurrently. Positioned to host public events as well, and located near the new football stadium, this client carefully understood the potential in reinventing and had the forethought and vision to do so at just the right time.