A Showroom for Honda

D&AD Awards

With Ilari Laitinen

Date : December 2010 - April 2011

Competition : 1st Prize Entry

Client : Wieden+Kenedy for Honda

Location : London, UK

Project description: Brief “To design a structure or environment showcasing Honda’s rich and diverse credentials and establish them as a company that society wants to exist.“

Work : Concept Studies

Beangarden is a preserved space for urban environment to make the public look Honda brand in a new way.

The concept is to create an emotional connection with the brand, and transform the public space into a personal experience, not by showcasing Honda products but rather by giving the people the chance to experience Honda’s long-lasting values.

Decades ago, cargo container ships that arrived in the U.S. full of automobiles and parts were shipped back to Japan completely empty. Honda sought a more efficient use for the container return trips and began to fill them with soybeans bound for Japan. What began as a desire for efficiency soon became a quest for quality in true Honda fashion.