WHAT IS A

CONCEPT? PREPARED BY FATIHASSIN

 An abstract idea / a plan or intention / an
idea or invention to help sell or publicise a
product.
A CONCEPT
should help the
design become
communicable
in WORDS and
IMAGES what makes a concept
successful design is
the effective
implementation of
design
ELEMENTS
&
PRINCIPLES
 W H E N do a
Support with element and principles CONCEPT
come into play?
A process of developing ideas based
on the project brief

Concept
development
02
DESIGN PROCESS TIMELINE

01 03
Information gathering Design
development
Refer project brief, i.e: The design development stage is the time
• details about yourself + subject matter during which many of the prominent features
• design a multifunctional (3 functions) space of a design are decided. Through a
that include either of the following spaces collaborative process between the architect and
i.e. living, sleeping, hobbies (art/ painting/ owner, a large portion of the interior and
gardening etc), working area etc exterior design are selected (Gilliland, 2019).
• Proposed site location
 W H E R E can
Form-based keyword are your most basic source of a concept. Your
formative years in architecture school might have started with inspirations of a bird, a butterfly or a
a CONCEPT
lego block. Next level would be abstracting these forms into phrases that help them become easier to
translate like Spirit of flight of Eero Saarinen’s TWA Flight Center. come from?

Issued based are inspired by historical events or relevant concerns of the day.
Michael Arad’s 9/11 Memorial at NYC is a good example of the concept of absence.

Contexed based are taken from the milieu of the site. May it be the materials
available, the historical context of the site or its immediate surroundings.

Theory based are from big ideas in the theory spectrum. From the Modernist Era, we
can pull a Polemical Theory: Form Follows Function by Louis Sullivan. One good example is Le
Corbusier’s Villa Savoye where the authorship of the architect is imposed on the lives of its residents.

Tw e a k e d t h e o r y are those that challenge the established theories out there.

Singapore’s The Interlace by Ole Scheeren uses Bernard Tshcumi’s Form follows fiction, where the
different programs are intertwined together with their various stories.
 T Y P E of a CONCEPT
ILL-DEFINED concept
not easy to see or understand; subjective or abstract;

Example;

Dashing
Meaning:
attractive, adventurous, and full of
confidence

D A S H I N G
signifies masculinity and confidence
 T Y P E of a CONCEPT
WELL-DEFINED concept
having clearly distinguishable limits, boundaries, or features; direct

Example;

Dynamic
Meaning:
constant change, positive in attitude and full
of energy

D Y N A M I C
F e e l t h e e n e r g y
How to form?
a CONCEPT
 identify your
0 1 C O N C E P T B A S E D • Form-based
• Issued
MYSELF • Contexed
+ • Theory
S U B J E C T M AT T E R • Tweaked
+
S I T E L O C AT I O N
 identify your
0 1 C O N C E P T B A S E D Form + contexed based:
• myself + subject matter +
site location

begin the
0 2 F O R M AT I O N O F
CONCEPT (FOC)
Visual way to organize
thought and make connection
between ideas
CONCEPT
MAP
Brainstorm
 03 sharing the process
of artwork making 05
MY
HOBBY/INTEREST: collect

THE FOC
producing a sketches/dr The concept
Proposed site

RELISH:
sketches/drawing Activities awing
location:
somewhere with Market artwork
greenery scenery & Proposed:
fresh air an A R T S T U D I O ODL Meaning: to enjoy an experience
or the thought of something that
meditate workstation
is going to happen
Inspiration cube

01 organized 02
04 GOALS, FOCUS
diligent self-discipline adaptable good
PLEASURE, hunter
efficient
insightful SATISFACTION sociable
resilient
careful
optimistic easy going
resilient
Strict
easy-going energetic
conscientiousness SUBJECT
focus MATTER:
open to playful
experience Main coon
Highly intelligent and able characteristic
MY PERSONALITY positive to learn tricks
&
openness large
CHARACTERISTIC warm

open- Very talkative-

people's
extraversion person mindedness
gentle
not overly dependent friendly
talkative
bunny affectionate
energetic friendly people
strong
oriented
sociable comforting
 identify your
01 CONCEPT BASED

begin the
0 2 F O R M AT I O N O F
CONCEPT (FOC)

Identify the
03 THEME or STYLE
 The concept will teach you how to
create ideology
01 CONCEPT
an abstract idea, a set of design
elements, or a story behind the
formation of the design
The theme will give you a motive to
design
The style will inspire you to design
w h a t are
02 THEME 03 STYLE THEME and
a unifying or dominant thought or
pattern that passes around a given
Designers select the style
according to their client's need,
STYLE?
concept; more information on a taste, wishes & requirements of
thought. how they want their space is to be
with referring particular era or
Being a tool of the design, the time.
process becomes the thing which
in the selection of colors, textures, example; Minimalism, Classical
materials, forms, or even an Modernism, Landscape,
abstract. Example; style of color, Scandinavian Style, etc.
delicate ambiance, feel of texture,
patterns & shapes, composition,
etc.

RELIS Va l u e t h e Mid-
H that is going
to enjoy an experience or the
thought of something nature century
to happen
Appreciate natural lighting and
ventilation; serenity
 The concept will teach you how to
create ideology
01 CONCEPT
an abstract idea, a set of design
elements, or a story behind the
formation of the design
The theme will give you a motive to
design
The style will inspire you to design
w h a t are
02 THEME 03 STYLE THEME and
a unifying or dominant thought or
pattern that passes around a given
Designers select the style
according to their client's need,
STYLE?
concept; more information on a taste, wishes & requirements of
thought. how they want their space is to be
with referring particular era or
Being a tool of the design, the time.
process becomes the thing which
in the selection of colors, textures, example; Minimalism, Classical
materials, forms, or even an Modernism, Landscape,
abstract. Example; style of color, Scandinavian Style, etc.
delicate ambiance, feel of texture,
patterns & shapes, composition,
etc.

RELIS Va l u e t h e Mid-
H that is going
to enjoy an experience or the
thought of something nature century
to happen
Appreciate natural lighting and
ventilation; serenity
 identify your
01 CONCEPT BASED

begin the
0 2 F O R M AT I O N O F
CONCEPT (FOC)
Identify the
03 THEME or STYLE

design a
0 4 C O N C E P T S TAT E M E N T
 W H A T is a
short statements that explain one big idea/ideas - can be used to pitch
an idea.
CONCEPT
statement?
an idea that gives a strategy, plan or design its meaning, purpose and
direction and depth - short descriptions of products, services or
designs communicated to customers

used to convey a business' purpose and focus to the audience -

commonly used in the early planning stages of businesses, brands,
products, programs, projects and designs.
 The concept will teach you how to The theme will give you a motive to The style will inspire you to design
create ideology, design

CONCEPT THEME STYLE

RELIS Va l u e t h e Mid-
H that is going
to enjoy an experience or the
thought of something
nature century
to happen Appreciate natural lighting and
ventilation; serenity

Concept Statement:

Concept The intent of this design is to form an outdoor private art studio, which give the 01 State the intent of your
user infinity experience in exploring and delivering the skill by take advantage design

02 Explain how you

of the natural light and passive cooling, utilize a combination of mid-century
accomplished your objective and contemporary furnishings and accessories. Theme

Style
 identify your
01 CONCEPT BASED
begin the
0 2 F O R M AT I O N O F C O N C E P T ( F O C )

identify the
03 THEME or STYLE

design a
0 4 C O N C E P T S TAT E M E N T

identify appropriate
05 ELEMENT & PRINCIPLE
 CONCEPT THEME STYLE

RELIS Va l u e t h e Mid-
H that is going
to enjoy an experience or the
thought of something nature century
to happen Appreciate natural lighting and
ventilation; serenity

Concept Statement:

The intent of this design is to form an outdoor private art studio, which give the user infinity experience in exploring
and delivering the skill by take advantage of the natural light and passive cooling, utilize a combination of mid-century
and contemporary furnishings and accessories.

Elements Principles
• color: earthy, calm; green, brown, etc) / bright color • asymmetrical balance

• shapes: sharp edges shape (rectangle, square etc), • Contrast

systematic, strict etc
• Rhythm; repetition
• line: horizontal and vertical line, organic line
 identify your
01 CONCEPT BASED
begin the
0 2 F O R M AT I O N O F C O N C E P T ( F O C )
identify the
03 THEME or STYLE
design a
0 4 C O N C E P T S TAT E M E N T
identify appropriate
05 ELEMENT & PRINCIPLE
Proposed a
06 CONCEPT & MOOD BOARD
 05. Creating a concept board
a stimulus material or a starting point of a certain creative process.

re l i s h .

relish
to enjoy an experience or the thought
of something that is going to happen
 06. Proposed a mood board
a board utilized by designers on which models or samples of different colors and textures are displayed to assist in choosing which
elements fit together.

Va l u e
the
nature
Q &A