Honda Launches 'Dream Factory' in the UK

The British division of Honda announced yesterday it has launched the ‘dream factory’ activity to support the launch of the new CR-Z sport hybrid coupe on the local market. The initiative comprises a website, a limited edition book, an eclectic exhibition in London, and a series of nationwide workshops.

“Just a few years ago, a stylish, sporty hybrid car didn’t seem possible,” Steve Kirk, Communications Manager at Honda UK, said in a release, “but the CR-Z really is proof of the power of dreams. Honda engineers believe in challenging convention and the Dream Factory’s Cultural Engineers have the same kind of passion, energy and desire to innovate and confront the status quo.”

According to Honda, Dream Factory follows three themes that reflect the values of the CR-Z hybrid coupe and the achievements of 20 British Cultural Engineers, namely delivering fun, great design, and a modern conscience.

“These three traits are apparent in the work of the Cultural Engineers, from the guerrilla gardening movement founded by Richard Reynolds, to the Rwandan music record label of Dicken Marshall, or the idea of ColaLife to transport medicine to developing countries using the world’s biggest soft drink distribution network,” a company statement reads.

A collaborative exhibition is being held from May 21-30 at The Dray Walk Gallery, Brick Lane, London, where visitors will have the chance to experience the work of the artists, musicians and designers first-hand, as a tribute to the Cultural Engineers.

Furthermore, a selection of the Cultural Engineers will hold creative workshops at locations across the UK, sharing their dreams, stories and giving advices, starting June 24.