Ideas are free; anyone has them. It is the role of the designer however to transform potentially interesting ideas into viable designs that hold value. The main objective of this elective is to help students do exactly this; to open up to all the potential around us, to seize new ideas and bring them towards designs that are seducing and convincing. In this elective student groups select, explore, deepen, and communicate one of three design cases in 2D, 3D and 4D. The elective addresses the overall design process (the Reflective Transformative Design Process), methods to generate ideas, a value based method to select ideas, approaches to define and refine concepts, and presentation techniques.