The project began in 2003, as a collaboration between Adam Gillam and Max Mosscrop (Fine Art Practices at De Montfort University, DMU), with the curation of the exhibition With Pleasure at IOTA Gallery, Ramsgate as part of Margate Rocks contemporary arts festival. The show brought together work by nine contemporary British artists, including painting, sculpture, photography, video, writing and installation, and explored the theme of pleasure in the context of the north Kent coast and its history of tourism and leisure.