A concept synthesizes parts into a whole, and all these parts need to be developed up to an adequate level in order to reflect on the whole. These parts must all be designed somewhat on their own whilst keeping in mind how they relate to other aspects. As a result, smaller challenges and specific problems arise that require fresh ideas in order to solve them. Consequently, ideation is a recurring activity in this stage of developing a concept, whereby different problems are solved. In this stage, development teams often brainstorm on ideas. In Ideation techniques, we present several methods to enhance the creative process.

For the Future of Food exhibition, each exhibition, marketing campaign, catalog, website, etc. needs to be developed to an adequate level. Each of these items needs considerable development by different team members. They must develop these items whilst trying to keep the bigger picture in mind.

Before it becomes clear that the concept is desirable for visitors, technically feasibly and commercially viable, several problems must be addressed. For example, the choice to experience (see, taste, smell) food in the museum was not an easy one, as a museum is not designed or organised for offering food. Also, many regulations exist when it comes to food. Therefore, many ideation sessions are required to deal with challenges as the daily logistics. This includes food safety, unpleasant odors; and so on. Each of these issues could imply that the concept was not feasible, or too costly for the expected number of visitors. As a result, they require a lot of time and effort from the teams. To solve these challenges swiftly, the team must engage in dedicated ideation sessions where experts are invited and issues are tackled one at a time.