To deliver high quality unique art in a friendly environment. Quality over quantity, we prefer to go all the way down the quality road rather produce few true high quality artworks than endless masse produktion. The world is filled with mass production and endless consumption. Why not enjoy lesness in the form of simplicity in a high quality environment. It has the build in advantage of being a lot less destructive on that very environment. Studies found it takes less muscle power to smile :) than not to smile :( So why not also save on muclepower and make it a smiling inviting friendly environment.