The GOD/London event brought together experts from fields such as hospitality, finance, marketing, design, publishing and media to discuss and respond to the GOD brand and to field test strategies for exporting the GOD brand. The event orchestrated to create a relaxed, natural atmosphere where attendees could speak freely while GOD products and materials arranged around the space provided gentle stimulus and conversation starters for them to react to. The attendee comments where documented and analyzed in a final strategy paper.