MINI Creative Hub. As part of the BMW Group presence, this year’s MINI stand highlights the Group’s innovative strength and builds on MINI’s tradition of constant reinvention. This is the first time MINI will appear entirely in its new corporate design.
The brand’s smart and authentic identity is reflected in the architecture, communications and film material. The new brand philosophy represents the progressive lifestyle of the creative class.
The main focus of attention is on the world premiere of the new MINI Clubman. With a new six-door version of this striking and highly-successful MINI model, the brand is venturing into the next-highest vehicle class for the first time and raising the bar for design, material and product substance.
The nine-metre-high window at the front of the stand provides a view of the world of the new MINI Clubman. Based on the idea “The Clubman Dialogues”, visitors are invited to discover the creative, urbane world of the new MINI Clubman.
The main highlight exhibit offers users the opportunity to explore the world of the new MINI Clubman and create a personal editorial.
MINI John Cooper Works transports the visitor to a wide-open, urban-industrial world. Two members of the legendary John Cooper Works family will be shown against the backdrop of a large aircraft hangar. Freedom, heritage and exclusivity are translated into a walk-in experience.
The stand presents the MINI Countryman as a car that is equally at home in the city as in the country.
MINI Connected is a common thread throughout, as an expression of MINI’s digital identity. Driver assistance systems, in-car infotainment, virtual reality – a wide range of innovative multimedia exhibits allow the almost limitless possibilities of ground-breaking technologies to be experienced in an interactive manner.
The MINI Connected Lounge with its relaxed loft atmosphere on the upper level offers a spectacular view of the stage and track, while MINI 360° provides a glimpse of the future.
MINI Yours stands for nothing less than tailor-made exclusivity.
This area invites guests to discover the first-class design and materials in the creative atmosphere of a studio. A large-scale display cabinet presents the diversity and exquisite craftsmanship of MINI Yours.
MINI Accessories opens up a world of different possibilities – with accessories in all shapes and colours that can be combined in countless different way. Visitors have the chance to create their own MINI look with the MINI accessories configurator.
The focus of the MINI Lifestyle shop this year will be on the new MINI Gentleman’s Capsule Collection, inspired by the new MINI Clubman, with accessories such as hats, glasses, shoes, a fragrance and an exclusive shaving set.