Sigmund Freud, in his book The Interpretation of Dreams, called dreams the "via regia" to the unconscious mind. Via Regia is translated as 'Royal road' or 'king's road'. It is not a specific road, but a type of road; one that was usually owned or overseen by the royalty of an area. It was known as the best, most direct way to travel somewhere. This is why Freud chose the expression to represent what he saw as the direct relevance of dreams to the unconscious.

I have chosen this name for my company because I am a believer in the power of the unconscious mind. I think there is much more to be discovered about the 'why' and the 'how' behind human decisions and motivations, and I am interested in learning more about these mysteries, and how they practically relate to human life.