Under the slogan “Urban meets Country” MINI presented the brand’s fourth family member “Mini Countryman”
The installation dreamt up by Head of MINI Design Gert Hildebrand and his team centres on the new MINI Countryman and focuses on the number 4, which holds considerable importance for the car; this is the first MINI model to measure more than four metres in length and comes with four doors and four-wheel drive.
The installation is based on a rectangular container, whose longer sides form the word MINI in three-dimensional letters. The external profile of the letters is highlighted by neon colours. The inner side of the installation features prints illustrating the innovative design process behind the MINI Countryman. Inside the Think Tank the car itself is on display, its lines accented by a special lighting system. Access points at the front and rear of the container allow visitors to explore details of the new MINI.
The highlight of the event was the world premiere of the new MINI Countryman song by Michelle Branch and Timbaland, performed live on stage for the first time by the country singer.
The installation at the exit of the Triennale Museum allows the public to take themselves on a journey through the creation of the new model – from the basic elements to the finished car. Visitors walk along a tunnel, which is flanked on the right by a wall showing photos of characteristic features of the MINI Countryman and on the left by a reflection of the same details as graphics.
The tunnel emerges into a large room, on the ceiling of which are four oversized banners with motifs made up of a mosaic of hundreds of images. The front of each individual picture shows four photos of the MINI Countryman, while on the reverse you see the corresponding development stages, complete with sketches of the interior and illustrations of the car. Behind the banners is the car itself. The installation is rounded off by a selection of other elements, such as the original MINI design formula on the walls of the room.
At the Launch Party event four well-known celebrities who presented their MINI Countryman all packed up and ready for a personal weekend getaway. Margherita Maccapani Missoni, Delfina Delettrez Fendi, Maarten Baas and Dean & Dan Caten from Dsquared² packed up their MINI Countryman for a weekend getaway