By registering their details, visitors received an electronic pass that unlocked the fun activities and shareable moments inside The Challenge Lab. These included the ‘Roar Face’ interactive, whereby visitors received a picture of their face when experiencing the adrenaline rush associated with the Civic Type R. To achieve this, they sat in a car seat and pushed their foot down on a gas pedal to activate a giant fan.

Elsewhere, you could discover the surprising boot capacity of the new Civic by loading it up with a variety of objects and luggage - all against the clock. Or try to beat Honda’s traffic sign recognition system by testing the speed of your own reactions to changing traffic signs and receiving a boomerang image of your attempts. Visitors could also reenact Honda’s latest commercial by scaling a mini climbing wall and then watch their progress on screen afterwards.