MINI exhibition at BMW Welt

A new MINI exhibition showcasing new and old has opened up at the BMW Welt Museum in Munich. 

Visitors can expect an open space concept with a focus on clean design, authenticity and value. The concentration on the essentials allows a comprehensive brand experience. Visitors can experience a total of nine MINI models on the nearly 800-square-metre exhibition space. 

In the spotlight of the MINI Clubman, with which the brand is also communicatively new ways stands. The starting point is the new brand strategy of the MINI brand. The exhibition at the BMW Welt is the first permanent appearance in the new look and feel.

Marc Lengning, President Brand Management MINI, says: "MINI is a brand that lives and promotes the zeitgeist. It's in the DNA of the brand to reinvent itself again and again. Such a step is carried out: In the center of the new brand design focus is on the unique brand and product experience, the MINI stands for ".

Also Jörg Reimann, Head of Brand Experience Customer, welcomes the appearance: "The BMW Welt visitors are among the first who can experience the new look of the MINI and the MINI Clubman immediately. The attractiveness and the unique brand experience with us is encouraged by this exhibition on. "

SEE ALL THE PHOTOS HERE

"Welcome to the new MINI World"

Visitors feel the development of the MINI brand the moment you enter the world of experience. The MINI Clubman welcomes visitors to a reduced, focused atmosphere with real wood flooring, clinker wall and industrial windows. A large LED screen displays current product films.

Authentic materials such as concrete, steel and wood dressed as an authoritative construction elements through the entire performance. Strong contrasts of black and white to solve the well-known Black with colorful frames from the previous MINI appearance. The new lounge makes room for MINI Connected and now also for the MINI history that invites visitors to a journey through time and presented as a highlight an original Austin Mini Cooper of 1965.

The sub-brand John Cooper Works carries the motorsport heritage of the MINI brand continued successfully. In a kind of workshop, the visitor gets to know the current John Cooper Works models. The "MINI Thrill Bench", a bench with a very special life of its own, shows the visitor acoustically, the potential power of these models. In racing simulator, visitors can experience in different MINI models a realistic racing ride.

When designing the exhibition is also the idea of ​​sustainability will again - many of the materials used, such as the parquet, but also furniture and exhibits were already at the International Motor Show 2015 (IAA) for use.

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