Theatre Royal Drury Lane was reopening after a £60 million restoration, but the brief was bigger than a relaunch. The Lane needed to be understood as a luxury cultural destination in its own right: a place for afternoon tea, cocktails, guided tours, art, architecture and all-day discovery, not just a theatre that opened when the curtain went up. The challenge was to make one of London’s most historic venues feel alive again for a modern audience seeking beauty, atmosphere and the pleasure of being in the know.