CONCEPT

Ampersand As Apostrophe.  

Read aloud, this phrase reveals itself as three commonly recognized symbols.  In addition, equal to, and multiples of.  Each defines itself as a method of transformation, the means to an end.  By spelling these symbols out in full, the recognized suddenly becomes unrecognized.  Their raw qualities are exposed and therefore abstracted, unveiling their honest, and undiscovered beauty.

AasA is:  The conventional transformed unconventionally, creating beautiful wonder.