Big boys who like toys head to I-Way, a luxe, mega venue dedicated to motor sports racing simulations. I-Way provides aspiring speed racers with an opportunity to experience the adrenalin rush that comes from being behind the wheel of a Formula 1, Endurance or Rally car. The high-tech simulators offer real "piloting" sensations, mounted into a real car, which is experienced through several screens which surround the driver's field of vision.
The venue is pitched at corporate groups, who, presumably can bond over high speed racing sessions - and all without creasing their polo-necks. To enhance the experience created by the simulators drivers suit up in race outfits, helmets and gloves.
I-Way's modern design hits its target market perfectly with wide open spaces, industrial finishes and futuristic reflective surfaces. It's boys playing with expense toys - luxe style. Located in Lyon, France, the venue also houses a bar, a shop (which sells cool motoring accessories) and bizarrely, a gym and spa.
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