The study presented in this article aims to measure the impact of sensory, cognitive and affective modalities and the influence of designer's culture on the association of ideas phase during creative concept creation stage. It was made possible through the collaboration with the "Kansei Design" department of Toyota Motor Europe (KD-TME). Starting from areas of the identity territory mapping of future hybrid vehicle interiors, defined in a previous research we conducted, participants were asked to create concepts according to their perception of the design brief. The originality of the experimentation is that the stimuli used for the creation of their concepts were referring to human senses: touch, hearing and smell. Having participants from Japan and Europe allows us to compare and discuss their association logics for 3 different directions of the identity territory of future hybrid vehicle interiors (named "technological", "fluidity" and "organic nature"). The results outline similarities and differences of the two populations in term of sensory stimuli (sight, touch, hearing and smell), values and emotions linked with concepts they created. The methodology and the results will facilitate the development of future concepts that will be able to better take into account cultural specificities.