In design, the concept is a design proposal necessary to define the basic elements of a project and provides the basis for its implementation. It represents the final output of a meta-project.

Within a concept, the designer sets out the guidelines that will accompany the execution phase; these guidelines are broad and depending on the quality of the concept for design purposes, the final product may deviate more or less from the first conceptual proposal. Within a design path there may be several conceptual proposals (concepts) that in succession testify to the points that the designer followed to arrive at the end of his or her work; thus, it can be said that a design path is predominantly formed by a succession of design concepts.

In the case of automobile production, for example, once all the concepts have been defined (habitability, comfort, sportiness, ecology, durability, target, context) we move on to other more detailed concepts (ergonomic research, stylistic research and styling exercises, choice of materials, proposed solutions, market research). These concepts are often encapsulated in a concept car, which is displayed (in the case of major models) at international events such as auto shows. The conceptual phase develops until it gets closer and closer to the feasibility of the design and the production of the final model, which will be preceded by one or more prototypes on which to act directly in order to refine the design by making it suitable for the design and legislative constraints imposed.

There are artistic and design concepts that are not conceived for future industrial production, and therefore not always suitable for the execution stage; these elaborations, which often remain at the “virtual” or “ideological” level but can also over time be taken up for future industrial production, are the product of a concept artist.

Having focused on the product, the design guidelines and positioning in the market, and studied the competition, the concept of the product itself can be brought back to paper with a series of sketches designed to best represent the main features and different design alternatives.

The study we offer is not only related to the pure style of the product, which is an insufficient feature for achieving an excellent result, but to the design of the object itself.

By the term “design” we mean a thoughtful fusion of style and engineering. The result will be an aesthetically beautiful but also functional product.