Mini Rooftop

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.

Status: Built 2008
Location: New York City, NY
Client: BMW Mini Brand
Size: 1,000 SF
In collaboration with: KKLD*
Scope: SD-CA
Team: Matthias Hollwich, AIA Marc Kushner, AIA Robert May, Marc Perrotta, Patricia Sahm, Paul Sanders, Jefferson Frost, Will Kemper, Evan V Watts

“The project is Mini’s latest attempt to solve its biggest marketing problem: reaching out to customers who, by and large, ‘do not like to go to the dealer.”

The New York Times