Honda R&D with La Fonte

This project by Honda R&D in collaboration with La Fonte is an international student workshop based on Honda R&D’s “Dream Driven Design Thinking (DDD)”, a creative approach rooted in the philosophy of Soichiro Honda, the founder of Honda, who believed that innovation begins with individual dreams.

Through storytelling, participants are encouraged to freely envision the future they desire, without constraints, and to develop these visions into tangible mobility concepts. The process integrates perspectives such as technology, AI, and human experience to explore future value from multiple angles.

The program is built on the premise that future value is not created solely by companies or designers, but through co-creation with diverse people. Students from different backgrounds work in interdisciplinary teams, engaging in dialogue and collaboration to generate new ideas and perspectives.

Led by Honda R&D, and initiated and coordinated by La Fonte, in collaboration with Superstudio (Milan) and ICFF / WantedDesign (New York), the project takes place within the context of Milan Design Week as an open platform for cultural and educational exchange. It presents an evolving creative methodology that bridges education, culture, and industry through future-oriented design thinking.