The competition programme was seen as an opportunity to take a more authentic, sensitized design approach, with respect to Guggenheim Helsinki. An opportunity to substantially enhance a historic waterfront, into an Iconic Recreational Belt with The Guggenheim as an important link in the recreational chain. Also, an opportunity to brand the City of Helsinki, showcasing its artistic, spiritual, and intellectual stance, in a global context. A stance that is strongly tempered by the culture of the Finnish people:
Traditionally sea faring … “pragmatic, self effacing, valueing authenticity."
The building form is conceptualized as being, culturally part of a larger, historic, urban fabric, strongly, "People and Activity oriented". The aim of the design is to highlight, enhance and orchestrate these people-centric activities, and 'stage' them in a waterfront, nautical setting, establishing a strong 'Sense of Place' for the city.