I see the concept as the “Genesis” of a project or object to design. To discover that essence,  I connect with what it wants to be. There is a will inside any artistic need.

At first I make a deep analysis; which is philosophical, flexible and generous. Each product or space has a reason to be and as the components are organised, the main concept of that existence is developed.
The first thing I do is conceptualise, analyse and search for adjectives. Then the concept direction is conceived, as a North where to go.

When I find that axis, it organises the decisions and following steps, as each detail of the object reaffirms that concept.