The kitchen is changing. The values and beliefs of high-net-worth Americans have shifted the way that they see the home and their kitchen experience.

To explore how this shift of attitudes affects the heart of the home, ELEVEN partnered with teams at Condé Nast’s Architectural Digest and Samsung’s Dacor to create a vision of the kitchen and laundry environment in 2020.

Through interviews with the target consumer, we cut to the core of the needs, wants, opportunities, issues, and trends of today’s affluent American homeowner. We synthesized this with emerging overarching influences, trends, and philosophies, as well as insights from the cutting edge of interior designers, to create 4 unique persona visions of how the kitchen and laundry room in 2020 will look, feel, function and flow.

My responsibilities included translating the research team's insights into virtual 3D kitchen & laundry environments which reflected the functional needs and aesthetic wants expressed by each persona.  Architecture, materials, and finishes were researched and assigned to correlate directly with each homeowner's unique habits and tastes.  Each are defined by the homeowner's personal values as discovered through ELEVEN's research lens in conjunction with Samsung + Dacor's future product strategy.  The resulting full-scale functional builds were directly inspired by our collaborative visions, and were showcased at the 2018 KBIS (Kitchen & Bath Industry Show).