Concept Creation
It all starts with an idea. It begins with great opportunities, ambition, and drive. Together, we catch the idea and mold it into form. A dream, a goal, an idea—it becomes a concept. The concept is the central theme that forms the basis for all further developments. It defines our vision and direction, shaping our proposition. It creates purpose and direction and is, above all, distinctive.
In concepting the challenge is to find the hook that gives your story meaning, the element that adds experience, value, and relevance.
That hook is often the metaphor. It connects the brand story to design direction. Sometimes the metaphor is literal, like “the store as a marketplace.” Other times it’s more abstract, like “the store as a kaleidoscope.”
The first conceptual design principles come together in:
• Moodboard, color and material concept
• Architectural principles
• In-store communication concept
• Sketch layout
We conclude this phase with a conceptual visual — where all elements merge to give a first real impression of the future space.