'Dream Factory' Supports Launch Of Honda Cr-Z Hybrid

SLOUGH, UNITED KINGDOM – May 19, 2010: Honda (UK) has launched 'Dream Factory' - a celebration of the UK's most exciting cultural innovators. Each of the pioneering individuals - musicians, artists, filmmakers and social entrepreneurs - share common traits with Honda's new CR-Z, the world's first sporty hybrid.

Honda is celebrating the inspiring stories and ground-breaking achievements of 20 British ‘Cultural Engineers’ through a website, a limited edition book, an eclectic exhibition in London, and a series of nationwide workshops.

The Dream Factory activity follows three themes that reflect the values of the CR-Z hybrid coupe and the Cultural Engineers: delivering fun, great design, with 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.

Learn more about the Cultural Engineers and their work at: http://www.dreamfactoryuk.com/

“Just a few years ago, a stylish, sporty hybrid car didn’t seem possible,” says Steve Kirk, Communications Manager at Honda (UK), “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.”

As a tribute to the Cultural Engineers and their inspirational work, a collaborative exhibition is being held from 21-30 May at The Dray Walk Gallery, Brick Lane, London. Visitors will be able to experience the work of the artists, musicians and designers first-hand, view exclusive films in the on-site cinema and witness previously unseen creative collaborations.

Following the launch of the exhibition and the limited edition book in London this week, a selection of the Cultural Engineers will hold creative workshops at locations across the UK, sharing their dreams, stories and giving advice. These start in London on 24 June, and extend to Glasgow, Bristol and Brighton over the following two weeks.

Visit http://www.dreamfactoryuk.com/ for more information on the exhibition and the workshops.