the first and most essential stage of the architectural design process, during which the overarching vision, concept, and key ideas of a building project are created and explored. It establishes the tone for the entire project and serves as a creative framework for subsequent design selections. This stage is crucial in developing the project's identity, personality, and overall design direction.

is the process of visualizing architectural plans through the use of diverse approaches and tools. It seeks to express a building's or space's design intent, spatial features, materials, lighting, and general ambience before it is built.