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A concept is both surprising and obvious; daring and trustworthy

A concept is far more than an idea –  it provides insight into the social relevance, financial aspects, and risks and returns of a project. It provides both guidance and flexibility in terms of content and process and is a vehicle for further successful cooperation towards implementation. A concept expresses the realistic goals shared by all parties involved, public authorities, the market and future users.

A concept combines utility, cultural value, social value and commercial value in a single new identity.

Anna Vos Concepts for Urban Change develops concepts that can attract, retain and connect parties. Such concepts contribute directly to implementation.

A concept is not something entirely new – this would only have an alienating effect. On the contrary, in some ways a concept already exists; it is the art to recognize it.

A concept represents the beginning of change