The research team led by rCITI won an Australian Research Council grant for Linkage Infrastructure, Equipment and Facilities to deploy a Travel Choice Simulation Laboratory (TRACSLab), which is a world-first facility to observe collective travel choice in a realistic lab environment. It is unique due to the focus on travel choice, networked interaction and strong teaming (including our partners at the University of Sydney and iCinema). The findings of the lab will support a new generation of transport analysis techniques for emerging issues such as sustainability, reliability, and intelligent transport systems (ITS).