Paris is a rather expensive European city. So instead of opening a brick and mortar store, MINI France outfitted 10 MINIs as scaled-down, mobile stores (each one with a salesman, brochures, and hours from 9 a.m. to 6 p.m.) and drove them around the city. Passers-by were able to enjoy a test drive and even purchase cars. According to
integer shopping culture, the places the cars were parked were immediately branded as MINI store locations.
