Launch night at 119 Howth Road?

For a little over two months, WSM have been advertising their enigma at 119 Howth Road.

Following the introduction to the theme and a brief good tidings message over Christmas the banner has read:

'Looks like we're ready Patrick'

'Excellent Mr. W'

'Be prepared for a night of activity'

'Do we have a date Mr. W?'

'February 5^th! And all will be revealed!!!'

So, tonight all will be revaled. I know what's going to happen at 119 Howth Road because I've looked at the planning records. My guess is that tonight will be the launch night for the development, but who are Patrick and Mr. W?

Whatever happens, I'm eager to see if they can deliver on the suggestive marketing campaign.