When Chicago’s famous French Vietnamese restaurant Le Colonial decided to move from its original location to a new location nearby due to rising rent costs, the restaurant’s owner Joe King saw it as an opportunity to refresh the restaurant’s 1920’s French Colonial Vietnamese décor. But one aspect of the new location proved to be a particularly tricky décor challenge: the elevator, which customers take to reach the third-floor restaurant. Though challenging, the restaurant saw the barren elevator as an opportunity to enhance and extend its customer experience by completely wrapping the elevator’s interior—making customers feel as if they are being transported from present-day Chicago to Saigon, Vietnam in the early 1920s. To help bring their vision to life, Le Colonial sought the expertise of Chicago marketing agency Graphic Alliance.