The ideation and sketching phase formed a crucial part of the design thinking workshop with Samsung’s Product Innovation Team. During these collaborative sessions, participants translated research insights into tangible ideas through rapid sketching and visual storytelling. Each drawing captured early interpretations of millennial needs, modular storage, smart interaction, and spatial flexibility, allowing concepts to be tested, discussed, and refined in real time. This hands-on process not only accelerated idea generation but also aligned cross-functional teams around shared design directions. The resulting sketches evolved into detailed visual concepts and high-fidelity prototypes, embodying the future of refrigeration through creativity grounded in user insight.

Building upon the ideas generated during the workshop, the prototyping phase transformed abstract concepts into tangible design directions. We developed a series of high-fidelity refrigerator prototypes that visualised how each concept could function in real life, from touchless access and modular storage systems to lifestyle-integrated designs that blur the line between kitchen and living space. These prototypes combined aesthetic form, material detail, and user interaction, allowing Samsung’s Product Innovation Team to evaluate feasibility and user experience with clarity. By turning sketches into realistic visualisations, this stage bridged creativity and engineering, empowering Samsung to envision the future of refrigeration with confidence and purpose.

Through a human-centred innovation process, Creativeans helped Samsung uncover real user insights, generate fresh ideas, and visualise the next generation of refrigerators designed for millennial lifestyles. From ethnographic research and design thinking workshops to detailed sketching and high-fidelity prototyping, we guided Samsung’s Product Innovation Team in transforming everyday challenges into purposeful, future-ready design opportunities. The outcome was a suite of visionary refrigerator concepts that redefined how people interact with their appliances, intuitive, adaptable, and emotionally engaging. This collaboration not only strengthened Samsung’s design innovation capabilities but also positioned the brand to lead the evolution of intelligent home living.