B&T reports MINI has launched the first MINI Paceman concept store in Melbourne, Australia. The store will feature items by six international artists including a bespoke tailor and shoe designer, clothing and accessory creators as well as an architect, alongside the Paceman. According to Gabrielle Byfield, brand communications manager for MINI at BMW Group, the store has been designed to position the Paceman as a “true style icon” for men aged between 34 and 45, who are the trend setters of their friendship group. Each designer will be present for one week of the four that their work is on display. A special eight-page newspaper called The Pace has been created for the store by Men’s Style with the paper available in-store and in Men’s Style. A second edition of The Pace will run in the September 2 issue of the magazine.
The MINI Paceman concept store is at 250 Chapel Street, Melbourne. It opened on Saturday June 1, 2013 and will operate for six months.