"In every country, it's different, and you have to be flexible and slow and careful, and in the end rely on the experience of others who have gone before you and have begun to figure these things out."

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When something is iconic, if you're very careful and delicate, you can add onto that iconography. It can expand. People have attached so much to it themselves, and connected to it, so the risks are big, but the potential is enormous, at the same time.

— Hugh Dancy