Although the idea of "place" has been developing since incorporation, the current concept was formulated between 2004 and 2010, and culminated in the "Midtown" element of the Wellington 2060 Plan. Midtown generally refers to a "place" rather than to a specific project. The boundaries are fluid and do not lend themselves to an absolute north, south, east, or west border. Midtown consists of a series of opportunities and concepts for the area, which are designed to enhance Wellington's sense of place.