Honda initiated several research campaigns in Europe, US and Russia to study specific design perception by local population. You can ask yourself: why the research for Honda has been made by a small communication bureau? The answer is simple — there’s no point in large-scale population questionnaires, as 90% of people cannot express their vision clearly.

That’s why we in Proekt chose a totally different approach, having decided that the right way to do it would be asking leading Russian designers in person and get their professional opinions. We called Vladimir Pirozhkov to Beijnig where he was on a business trip, and also to Munich, reaching BMW designer Evgueniy Maslov, in Moscow we talked to fashion designer Max Chernitsov, yacht designer Igor Lobanov, architect Boris Bernasconi, advertising specialist Leonid Feygin and half a dozen more competent characters from the world of design. We analysed everything they said and extracted the essence of meaning from the text, to present the conclusions in the shape of a bit provocative brochure in A4 format. The booklet was immediately sent to the head of German Honda R&D Toyohei (Tony) Nakajima who was at Frankfurt car show at the time. And a month later, Tony Nakajuma and the head of Brtitish Honda R&D Mitsuhiro Ueno came themselves to Moscow to assist at the research presentation we launched for them at Proekt.