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 deepanalysis; which is philosophical, flexible and generous. Each product or space has areason 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 conceptdirectionis 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.