Marketing a venue with a lot of negative brand equity. Challenging the perceptions head-on. Previous campaigns and promotional material for The Mermaid had avoided images of the building exterior or brick interiors. We reversed this trend and heavily featured the brutal exterior with a set of cards that can be built into an 3D structure. The reverse showed venue spaces and listed benefits. The construct/de-construct interactivity of the cards is a metaphor for the flexibility of the venue spaces.