The structure is composed of recycled shipping containers that could be inserted and removed, depending on the needs of the hotel. The building's grid structure would allow one container to be slotted in and taken out without disturbing the containers above or below. Because of this, the architects postulate, these shipping container rooms could be sponsored by major brands. It's a curious branding idea. A company like Ferrari, for instance, might sponsor a room and outfit it inside and out. These company-sponsored containers might only included in the hotel for a limited time before they're swapped out for a room designed by another company.