BMW MINI Garage
Brand experience, release
In April 2014, BMW MINI wanted to create very unique car launching event. Strada’s strategy was created to convey the excitement of driving the new MINI rather delivering a conventional racing model photo session. Strada first engineered the paddock architecture with an interactive LED display and mechanical kiosk to simulate the excitement of MINI cooper S driving. Users are able to simulate actual driving sequences by choosing “green” and “sports” modes on the kiosk and pressing the accelerator to cruise 18 different locations, resulting in three different results based on the individual’s driving style.
