MINI @ BMW Group Media & Stakeholder Days 2023

Event & press conference at IAA Mobility 2023

With the new MINI Cooper and the new MINI Countryman the brand takes a huge leap forward into a future that is electric, connected and profoundly sustainable. The event setting in a former factory building quotes MINI's typical go-cart feeling: it blends urban elements against the backdrop of the rough location into an immersive fun setting. The circle as MINI's iconic design element is integrated in every facet of the event: a curved LED wall and the circular drive-on stage create a pulsating roundabout where the lifestyles of the MINI characters meet in an unmistakable urban context – a vivid representation of the brand's transformation.

Client / Manufacturer

BMW Group // Corporate Communications

Munich, DE

Design

Blue Scope Berlin GmbH

Berlin, DESusanne Gocht, Katharina Lottner, Torsten Belling

Elastique. GmbH

Cologne, DE

C2Fachplaner GmbH

Günzlhofen, DEChristian Hanewacker