Liam Allan: To the free spirits in all cultures that Soichiro Honda typifies.
The Glasgow School of Art Graduate Degree Show, 2014.


'To the free spirits in all cultures that Soichiro Honda typifies' concerns the publicly unknown artistic practice of Soichiro Honda, the man who created the Honda Motor Company and upon whom the tagline, ‘The Power of Dreams’, is based.
‘The Power of Dreams’ relates directly to Honda’s life and history, as purported by him and as embellished and extended by the PR and marketing departments of the Honda Corporation. Soichiro is a corporate hero; an inspiration and an idol. His mythology pertains to allow both his staff and the consumer the opportunity to fulfil their ‘dreams’ through reflection of his hard work and determination. The inadequacy of corporate aspiration- in this case attaching the actualtiy of unremarkable labour and consumtion to an aspirational narrative, is the central concept within the work.


The film’s dialogue was formed upon semi-fictionalised brainstorming sessions where workshop groups attempted to create a commercial using Soichiro Honda's paintings as inspiration and source material. Key moments of his history were shown to the groups, as were the titles and images of his paintings. The distinction between artistic creativity and commerce was called into question, as was the manipulation of creative sentiment by corporate interests.

'To the free spirits in all cultures that Soichiro Honda typifies' is the only documention of Honda’s paintings outside of Japan.


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