A concept is like a brainworm. It keeps coming back in your mind and motivates you to realise it. For APTO, Concept development is about exposing shared ambitions and uniting them in visual understandable schemes. Good concepts are supported by the crowd. They can easily refer to it and share the same story to create general support for the higher ambition. Our concepts are always supported by a business case and a spatial strategy, inspired by user experience.