nceptual design as a platform for the transmission of modern architectural and design creativity
Authors: Demessie Mekuria 
Published: September 2022

The purpose of the article. Identify prospects and summarize the characteristics of conceptual design in architecture and design in the context of project thinking at the present stage for scientifically sound use of the principles of conceptual design. Research methodology. It is based on the integrated use of general scientific research methods: analysis of literary and archival sources, field research and fixation, analysis of project materials, analysis of the development of the functional structure of architectural space, generalization of previously proposed ideas and proposals. Scientific novelty. On the basis of the conducted scientific researches and the analysis of the existing literature data in the field of conceptual designing in architectural and design creativity: generalized general principles of conceptual design; characteristic features of design concepts in architecture and design are revealed; generalized and systematized the experience of existing approaches to the formation of project concepts in architectural and design practice; it is proved that the project concept is the starting point for the formation of architectural and design projects; the basic principles of formation of conceptual design in architectural and design work in the context of expression of the basic idea of the future project are defined. Conclusions. As a result of the research, the characteristic features of design concepts in architecture and design are determined, methodological principles of conceptual design formation in architectural and design are formulated, the main platforms of design of modern architectural and design creativity are revealed. In addition, when creating a design and creative concept of projects in modern design (artistic) design must be based on the following integrated categories: image, function, form, aesthetics, harmony, innovation, style. In the context of this study, the characteristic aspects of the concept are highlighted, namely: the concept in the design project ensures the unity of the idea and ways of its further implementation; all elements of the design project are interconnected through the design concept; in the process of design and implementation, the components of frequent design concepts can be expanded and modified; the design concept is influenced by the beliefs and thinking of the designer; the concept of the project is the result of the creativity of the designer (architect); the concept is characterized by individuality. Conceptual design is the most creative part of architectural and design activities. The project is dominated by the ideas of forming spaces, objects and images. Conceptual design in design plays such an important role that it is impossible to overestimate even theoretically, because it is not just about some important component of the project, but about its main idea. It is the conceptual design in the design that largely determines the appearance of the future object.
Key words: conceptual design, project concept, design project, architectural project.