The original design plans are for a hotel with shipping container rooms, which would be sold as advertisement to any interested company. Since the individual units can easily be removed and reinserted, it would offer a lot of advertising opportunities. Each of the containers could be temporarily sponsored by companies and the entire room would reflect the brand and aesthetic of the sponsor. A room sponsored by Ferrari would, for example, be the dream of any Ferrari fan.
Even though the idea was presented as a hotel, the designers also see a lot of other possibilities for the project. In its more basic form the metal structure and individual, removable units could easily be deployed to disaster stricken areas, serve as hospitals in remote areas, or even be used as vacation homes by individuals. All these uses would be made possible by the simple and highly adaptable modular design of the structure.