Bromberg spoke with developer DAMAC and they gave him two weeks to produce a 72-floor, 60,000-sq m tower design. The engineers said it was do-able and he started work on the structural design. Then all of a sudden the developers said they wanted 82 floors. This was for a building 310 metres high. And they wanted its design completed in a week. They had already sold apartments off plan. And they had started selling from the bottom of the building effectively locking in every floor above.