Conceptual design is the most creative part of architectural activity. In the professional work of architects, conceptual design is given great importance. Various architectural and design forums, exhibitions, competitions are dedicated to him. In Soviet times, an interesting example of the formation of conceptual solutions is the work of Alexander Brodsky and Ilya Utkin (who signed their works as a tandem of "Brutus"). We have other solutions of interesting concepts - the object of the competition "The World of El Lysytsky" - the Globe Theater in Novosibirsk. Here the authors start from the main idea - that the cube is the main form that characterizes the spirit and style of the Russian avant-garde of the twentieth century. Conceptual design ideas are implemented in the construction of unusual hotels, atypical urban environment, non-traditional building materials. All this allows you to think about life according to other rules. Than those prescribed in building codes. The world around us is more interesting and diverse, so we can, in part, paint it in bright colors.