Don’t Need a Title – Mini @ Salone Milan 2018

Don’t Need a Title – Mini @ Salone Milan 2018

The exhibition “Do not Need A title. MINI, inspired by origins “, staged from April 13 to May 27 at the Milan Triennale, tells the story of an icon of motoring and does so thanks to an experiential path through the past, the present and the future of the Brand.

MINI and its DNA: why no title is needed. The name MINI is enough to understand the origins of a legend

The classic Mini not only changed the world of automotive and design, but the whole meaning of urban mobility – and made it contemporary.

Sir Alec Issigonis’s thought developed a car that was relevant to the times. It offered reduced fuel consumption and ultra-compact dimensions, yet was spacious enough to accommodate four passengers and their luggage.

It’s a fascinating exhibition that tells the story of one of the world’s most important motoring icons.



Mini Vision – Next 100

For the first time in Italy and exclusively for the exhibition, Mini presented the innovative MINI Vision Next100 Concept, the contribution of the brand to the celebrations of the 100 years of the BMW Group, which offers a vision of the concept of mobility of the future

MINI stands for design competence. It is synonymous for stylish cars, stand-alone character and contemporary yet timeless design.

From reinventing our own design icon to collaborating with industry leaders, design is the bond and bridge for everything we do.

59 years after the launch of the classic Mini, the distinctive principles of the brand, in terms of intelligent use of space and its typical go-kart feeling, have lost none of its charm.

Authentic design, unique style and typical driving fun are timeless quality features that give the MINI a long-lasting appeal.

The DNA of MINI has a special formula: it is based on key principles around which the British Brand has built its identity, its iconicity and its strength.

Alongside a tribute to Alec Issigonis, who designed it in 1959, the exhibition highlights its space-saving characteristics, its role of icon over the decades and the potential for customisation of the small revolutionary car.

Precisely for this reason, the exhibition itinerary unfolds through four rooms, each dedicated to one or more values ​​that make up the genetic code of MINI:



1  The Sky Above

The Sky Above installation highlighting relations between MINI and urban needs with its space-saving solutions.

Since its debut, in fact, the Mini has accepted the challenge of solving the problems of mobility with intelligence and creativity.

Whether it’s designing around fuel shortages or to meet regulatory restrictions, MINI always finds clever answers to contemporary questions.



2  Issigoni’s Rhapsody

Issigonis’ Rhapsody places MINI in a larger design context, clarifying its creative explorations and offering a tribute to Alec Issigonis, the designer who first conceived the concept for Mini.

Sir Alec Issigonis thought developed a car that was relevant to the time as it offered reduced fuel consumption and ultra-compact dimensions, yet was spacious enough to accommodate four passengers and their luggage.

With its unmistakable design and pure driving enjoyment, the first example of the classic Mini triggered a revolution in the automotive market with its appearance in 1959.

The concept of designer Alec Issigonis was simple and ingenious: lots of indoor space combined with reduced external dimensions, four seats, perfect driving handling, low fuel consumption and a reasonable price.

The discovery of the sporting talent enclosed in that tiny body was the merit of another key figure in the history of the brand. John Cooper, a friend and business partner of Issigonis and the winner of two world titles for Formula One manufacturers, soon discovered the dynamic potential of the car with the launch, in 1961, of the first Mini Cooper.

For 59 years, the Cooper name has identified what MINI is able to offer when it comes to driving fun.

For Cooper it was never a question of horses, as the comparison between the classic Mini and his heirs demonstrates dramatically.

The key lies in the fundamental principle of creative use of space, combined with the inimitable go-kart feeling, which acts as a trait d’union for the generations of the legendary small car.

The concentration of ideas in this small car is still surprising.

The result, the famous maneuverability of the classic Mini, explains why the car continues to enjoy the appreciation of a fan community so fond of it.



3.  Mirrors & Stars

Mirrors & Stars reflects Mini’s ability to being an icon, being worshipped and chosen over the decades by people who are themselves iconic.

MINI has always been more than a car. It’s a mover. It’s understood, captured and driven the zeitgeist for decades.

True trailblazers always exhibit irreverent attitudes. MINI’s bold defiance still attracts creative personalities who become fervent ambassadors.

In 1962, just 3 years after its launch on the market, the production of Mini exceeded 200,000 vehicles a year.

Chosen as a favorite car in the city even by the likes of Peter Sellers, The Beatles, Brigitte Bardot, Clint Eastwood, Lord Snowdon, Twiggy, just to name a few, the Mini became the symbol of an entire generation. In the following years the Mini established itself as a real icon, a brand with a unique tradition, an irresistible charm at any age.

The Personalisation area is about making MINI your own.

Personalities looks at the many cultural icons – like Mary Quant – who’ve embodied the brand, and are still accompanying us on our journey.

Special editions and today’s Personalisation options offer countless possibilities for self-expression and an enormous range of combinations on the market.

We encourage our customers to express their own personal style with their MINI.



4. In the Making

In the Making tells us about the passion behind the birth of each MINI; and the possibility for everyone to create their own.

Made by makers. Made for makers.

The attention to detail is intense.

Makers delves into the minds of people behind the production and gets you up closer to their ideas, their passion and where they find inspiration.

Creating a MINI is a labour of love – from the collaborative spirit of the design studio to the craftsmanship and care in assembly


Share your thoughts