Arts institutions often tell us to expect great things from their inhabitants. Take the Metropolitan Museum of Art, for (an extreme) example. As you approach it on Fifth Ave, the first thing you see is a monumental stair case leading up to huge doorways flanked by towering columns.
If you make it up the two dozen steps, past the columns, doors, and security, you enter a vast breathtaking atrium. This is your pre-launch prep station.