Samsung + Condé Nast
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.