The concept of the design is enclosed in its name – the area is supposed to represent a giant urban dune (covering 7300 m2,, with its top elevated 7 metres above the street level), inspired by the sand dunes of North Jutland as well as by the snow dunes, which are a common occurrence during Scandinavian winter. Denmark has strong ties to the sea, and Copenhagen is its coastal capital. On top of that, the site is the Scandinavian headquarters of the Swedish bank. The multi-layered conceptual design reference to the dune is therefore understandable and meaningful for the locals.