The main objective of this study is to explore methods to generate and develop its design concept of the discord generated due to this by deeply considering the existing design concept of a new town or site planning. In particular, in case when designers participate in a process of planning new town, this study aims to reveal methods generating design strategy and basic ideas for designing street furniture through cases study of projects by understanding and analyzing concept of overall space planning and by developing direction for deployment of specific designs. First, further concepts of the space planning, which decides overall flow of visual design concept of street furniture, is extracted through analyses of basic concepts of space design with doing Focused Group Interview among designers and planners. Then, by applying 3V Design Process, alternatives of the concept generation are suggested through methods of storytelling and visual language under the two approach methods of verbalization stage and visualization stage. Also its process were explored through suggestion of designs by developing each idea of the respective concepts into specific design vocabulary.