It is All About Feeling
The architects who seek conceptual architecture appropriate the technology elements, materials, and aesthetics to cause the desired mood, even if that is indifference, apathy, or disgust. Often the results of this creation are just buildings, pure and simple, after all simplicity and purity can also be used as a concept, especially when reconciled to practicality.
It is difficult to define a concept of architecture, which after all, can be anything- a feeling, a proportion, a word, an attitude, a color, or an activity. Anything can become a strong concept, which in turn will be responsible for a good architecture. It is simply the architect knows that you define it, express it, and explore it.