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CONCEPT DEVELOPMENT, TESTING AND SELECTION

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We synthesize the clients brief and our research and creative work into an extended concept proposal. This is the backbone of the project -  defining the project goals, design approach, and expected results. The concept encloses the most important insights taken into account when developing the idea. Next to the concept description, it is often made up of a diverse set of components - moodboards and other visuals, overview of regulatory frameworks, research results - everything that helps to create the feeling of the idea / place.

If several concepts are developed, we use different imaging and simulation techniques and thought experiments in order to select the most appropriate one. These can be carried out internally, between us and the client, or by involving all the stakeholders in the process, for instance, through workshops, online voting initiatives, surveys and the like. We take into account four criteria:

  • Viability - addressing the long-term goals;
  • Desireablility - provides value to all stakeholders;
  • Feasibility - can be done with the available resources;
  • Place-specifity - corresponds to the needs of the particular context;

Examples of deliverables: Written concept proposal; Presentation; Activation workshops; Scenario overview;