MINI : Beyond the car
Published on 26 August 2020
For 60 years, driving a MINI has been a global experience combining human appeal, urban life and an iconic design status. The brand defends these values outside the automotive sector by taking an active role in architecture and design, which are at the heart of city life today.
BEYOND THE CAR
The brand’s reflections on “beyond the car” led to the creation, in 2017, of the brand incubator URBAN-X which backs start-ups proposing new solutions to address tomorrow’s challenges. Every six months, this hub of creativity in New York grants 10 start-ups a budget of $150,000 to develop products and services aimed at making urban life more efficient and pleasant. The MINI LIVING programme seeks to improve the quality of urban life by creating dynamic and connected community spaces in the heart of the city. Following on from the MINI Living Urban Cabins that were installed in London, Los Angeles, Milan and Beijing, the brand inaugurated the MINI LIVING Shanghai space in November 2019. A veritable coliving and coworking space in the heart of the Jing’An district, it embodies both the brand’s vision for urban living and its pioneering and non-conformist spirit.
FAIRE X MINI
Devised and organised by the Pavillon de l’Arsenal and the City of Paris, FAIRE is a call for proposals aimed at identifying avenues of research and innovative experiments addressing the major challenges of our times including climate change, new technologies, social cohesion, mobility and energy. Under the initiative, architects, urban planners, landscape architects, engineers, designers, and students are called upon to submit their solutions for the city of the future. As a partner since 2018, MINI has joined forces with Le Pavillon de l’Arsenal to support these innovative projects that rethink and improve urban space. Every year, three of MINI’s favourites are highlighted as being in line with the brand’s values and thinking.
More information at www.mini.fr/faire
