Creative Use of Space
For the brand’s “Creative Use of Space” campaign, MINI envisioned a temporary experience for urban tastemakers without logos or branding, but rather, imbued with the spirit of the Mini Cooper’s design. Visitors ascended to the roof of a tower in New York City to find a grassy hill embedded with seats overlooking the skyline, and a panoramic bar facing the Hudson. Performances take place on a stage and screen built into the back of an existing billboard, lit from below by a programmable LED carpet and a light array from above. Imagine surveying the skyline of New York on top of a hill – it was a one-of-a-kind experience.