An Oculus Rift headset has been set up for guests on arrival, giving them the chance to experience an immersive 3D virtual reality experience with Jeep.
A bar and a picnic-style drinks area have also been installed to let attendees relax and enjoy the airplane displays surrounded by the company’s latest models.
The main focal point of the hub is a large tepee, which marks the beginning of the off-road driving experience. Visitors with a UK driving licence can test drive a Jeep, taking it through an obstacle course of climbs, ramps, axle twists, logs, stones and dirt.
The automotive company previously created a similar experience in Queen Elizabeth Olympic Park, London, on 11-13 July. The event, which was designed to promote the Jeep Cherokee Trailhawk, was part of the Jeep Cherokee Territory European Tour, which also visited Alessandria in Italy, Paris in France and Hamburg in Germany.
Damien Dally, head of brand at Jeep UK, said: "Nothing beats the pleasure of driving a Jeep off-road in the wilds, but not everyone has the opportunity to do that.
"The Jeep Cherokee Territory European Tour, however, will allow Jeep fans, friends and customers to try the car on a number of tough tests without having to leave London. It’s a fantastic opportunity and will, I am sure, create a great spectacle too."
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