Should collaborative lab developments be based on technological or human preconditions? This paper initially suggests how complex human conceptualisation patterns can be described and modelled comprehensively in an innovation framing. A research-based metaphorical model, called the Plant of Collaborative Conceptualisation (PoCC), is summarily developed and visualised. The model is then used as a template for the following process development including evaluation and choice of new ICT tools that can stimulate basic human ideation patterns. The resulting SimSam lab is based on a 360 degree maritime simulator adapted to negotiating and elaborating several alternative propositions, and simultaneously displaying all relevant background data. Resulting ‘perception map’ formats secure easy comparability and integration of parts into new solutions. And ‘participative drawing’ and ‘display organisation’ are achieved through employment of multi-touch technology. The paper basically describes the principles and reflective design process behind its realisation.