In 2004 Joey Allaham of the Prime Hospitality Group asked Edward Jacobs to design his newest venue in the SONY building on Madison Avenue. Jacobs was also in charge with designing all of the graphic elements for the restaurant including signage, menus, and graphic signature. The Sony landlords also expressed a desire to create a restaurant façade that would be consistent with the SONY presence throughout the building. Hence the iconic LED olive oil bottle wall was born and designed with lighting expert Ross Miur.