The site's design, while visually strong in its identity and energy, favored no particular aesthetic, leaving unbiased the individual's experience of the artists' works showcased. In this way, the site was like the initiative's provision of simple fiberglass furniture shapes to the artists for their own interpretation. The intro flash piece (implemented by Kimberly Knight) also tells this story: the furniture shell gets created; the pure colors of an artist's palette are present; the furniture gets "unleashed" into the city of Chicago.