Designing a grassy hilltop on a roof in the middle of Manhattan does not sound like an obvious architectural intervention for the BMW brand MINI, but it was a strategic one. Turning the roof into an urban oasis with an iconic hill attracted not only visitors for the 10-day premium event, but also press, PR, and influencers.
After a successful 10 days, and after the dust settled, the accountants got to work and estimated a 60% net positive value on PR, through estimates of the amount of people that followed the live feed, press coverage, and social media hits.
