The MINI trade-fair stand at the IAA 2007 focused on the world premiere of the MINI Clubman..
A brand staging was developed that hinged on stylish orchestration of the themes of art, fashion and clubbing to appeal to the trend setters from post-Modern milieus, the main MINI target group.
The cube structure references the dimensions of the vehicle premiering and with its textile material feel on the inside and outside (fabric-covered facades and felt-covered floor and seating systems) communicates the car’s image while also highlighting fashion.
The entrance area is characterized by a low slit that serves as a magnet attracting visitors.
On the inside, the staged space points up the perspectives – featuring as the central element the “MINI Clubman Catwalk” as a quotation from the fashion world. Atmospheric use of the space is achieved via the two flanking interactive audio-visual media walls on the two sides, offering artistic themes from the world of Pop, mixed with bizarre figures and graphic devices. The installation is controlled in real time by a VJ with live feeds from material shot in the blue box. Seating groups on both sides invite visitors to chill out and create a setting for a shared experience of the MINI brand community.
The entire inside area consists of a dovetailed space that oscillates between fashion, art and clubbing, structured in the MINI Lifestyle Shop, with the fashion items suspended from illuminated hangers in the air to reference contemporary shopping worlds, the MINI International Bar as a monochrome, dripping, red space, and the complementary interactive Blue Box with the GoKart Simulator.
Franken Architekten, Meiré und Meiré
Creative Direction :
Bernhard Franken, Frank Brammer (FA), Mike Meiré, Torsten Lesszinsky (M+M)
Art Direction :
David Berens (FA), Marie Emmermann (M+M)
Agentur Producer : Mark Möllenbruck (M+M)
Technische Installation :
Meiré und Meiré, Triad (Exponate)