In our age we are experiencing a rapid growth of new ideas, products and interest groups, lots of them based on pure desire and the joy of life. Many start without any big idea behind but just as a solution to a small daily problem – and end up becoming some of the most revolutionary and productive companies we have in the world. Never before in history have we experienced such fast and prosperous changes from within, and it is pretty obvious that this is just the beginning of a constant and total renewal of the world as we used to know it. In our office we see a visual illustration of this dynamic as an endless space, entirely full of floating ideas. Imagine every idea someone has is automatically flying around in this space, and is searching for similar ideas or attitudes to be connected to or make friends with. If you go on with this image of floating ideas you immediately understand the endless potential of connection and overlapping of ideas. Whether they be coherent or completely different, like in a giant three-dimensional linking matrix, it is possible to overlap, interact, multiply any kind of given idea to form something stronger, something better or something entirely original. If you see the world like this, you can start cooking new projects. Take a bit of context or leave it out completely, investigate the site during day and night or visit it on Google Maps, talk to the client or listen to the trees. Mix things that don’t seem to fit. Ask a lot of questions and try to understand. Flavour it with a strong story or even a fairy tale. Distil it to the core or make it open for anyone to enter. Don´t be hectic, let it grow. Enjoy the heavy notes and the gentle tones. Avoid any concept. Create individuality.