While most automakers are bringing out their best and brightest vehicles at this year’s Goodwood Festival of Speed – the Aston Martin Vulcan AMR, for example – Honda has decided to take a more unique marketing approach. Honda U.K. unveiled its "Human Car" today at the event, which takes a closer look at the connection between man and machine.
Working with a group of 12 performance artists from the Ministry of Fun, the display attempts to shape Honda vehicles like Civic Type R and Fireblade bike, all while "closing the gap between man and machine," says the company. The body positioning required the bending and intermingling of 48 limbs to create the illusion.
"This was an ambitious, interesting project requiring a team of talented performers to pull off the transformation," said Kevin Doody, choreographer at Ministry of Fun. "We are delighted to launch this at Honda’s stand ahead of what promises to be a fun festival at Goodwood."
Together with the display, the company also introduced the Honda Challenge Lab, essentially a playground full of "extraordinary ideas" providing a number of physical and mental challenges along the way, including a rock climbing wall, as well as a few speed and cognitive challenges.
If automotive art isn’t your thing, worry not, the company will also bring along a number of iconic Type R vehicles in celebration of the Type R brand’s 25th anniversary. Most notably in attendance will be the Japan-only 1992 NSX R, and of course the all-new Civic Type R, among others. Stay tuned this weekend as the festivities continue.
Gallery: Honda Human Car Goodwood
Celebrating the Goodwood Festival of Speed opening today, Honda UK unveils ‘The Human Car’, an abstract representation of ‘closing the gap between man and machine’ as visitors get closer to the cars than ever before at the Honda Challenge Lab. Honda’s stand this year at the festival is a family-friendly innovative laboratory which provides an insight into the technological prowess, the quirky features that gives the brand its personality and, ultimately, the sheer joy of its vast array of products.
Working with a group of 12 performance artists to form the shape of the Honda Civic Type R and Fireblade bike, the body positioning required the bending and entwining of a total 48 limbs to create the illusion, with the performers giving families and car enthusiasts attending Goodwood a unique show.
Kevin Doody, choreographer at Ministry of Fun said, “This was an ambitious, interesting project requiring a team of talented performers to pull off the transformation. We are delighted to launch this at Honda’s stand ahead of what promises to be a fun festival at Goodwood”.
Dave Hodgetts, managing director of Honda UK, added: “This perfectly brings to life our engineering principle of ‘man maximum, machine minimum’ that we work to with all of our cars. I’ve never seen anything like it but it is a great way for Honda to kick off our presence at the Goodwood Festival of Speed!”
The Honda Challenge Lab, a playground of extraordinary ideas inspiring curiosity and learning via a series of exciting mental and physical challenges, includes a rock climbing wall, as well as speed and cognitive challenges.