brand space concept for MINI (bachelor thesis 2011)

The MINI Roadshow was designed to launch the Marketing campaign of the new MINI E. The Milan town centre was chosen to stage the outdoor mobile brand space - an intensive brand and product experience that combines a distinctive MINI brand space with atheatrical Driving Experience. The architecture projects a high value message, presenting the new generation of electrically powerd car by MINI in intricate detail as it targets the young, urban crowd.