The practice believes that there is a need to promote rapid, widespread acceptance of sustainable solutions. However, the challenge is to generate fresh ideas that carry out self-sufficient systems at scale. The potential of new building techniques, re-appropriating materials in an effective and durable way, and intelligent energy concepts should be uncovered and integrated in an innovative way in architecture. With energy reduction and sustainability as a starting point the practice attempts to create innovative and exciting architecture. Studio 90, much like the name, is about buildings that give energy both literally and metaphorically. It is therefore about inspiring and making people happy.