“I work in R&D. What’s the subject of my research? It’s not technology. Rather, I research what pleases people.” These are the words of Soichiro Honda, the founder of Honda.

What pleases people? Soichiro aimed to make things that made people feel good, things that earned people’s affections. Utility and convenience are also an important aspect, but Soichiro’s primary concern was, “What makes people fall in love with a product?”

It’s with this question that all creative activity starts at Honda. Design, of course, is no different. Honda Design is about understanding what it takes to be loved.