This is a study on methods for designers of furniture and products to generate and develop design concept in consideration of design and existing conditions of the space when they design street furniture. In particular, in case when they participate in a process of designing new space, this study aims to reveal methods generating strategic elements and basic ideas for designing street furniture through cases study of projects by understanding and analyzing concept of overall space design and by extracting artistic elements for deployment of specific designs. First, Design DNA, which decides overall flow of design concept of street furniture, is extracted through analyses of basic concepts of space design. Next, by applying 3V Design Process, alternatives of the concept generation are suggested through methods of storytelling and design language under the two approach methods of verbalization stage and visualization stage. Also its methods were explored through suggestion of designs by developing each idea of the respective concepts into specific design vocabulary.