LONGTINE
CONCEPT // ART DIRECTION
At Shanghai Fashion 2017, MINI brought their brand story to life by creating an installation and exhibition space for visitors to explore.
While the entire exhibit dove into MINI Living, MINI Fashion, A/D/O, URBAN-X, with talks from GQ, our task at KKLD* was to focus on the conceptual story of the Automotive portion, encompassing key components of the MINI DNA, and translating them into a highly immersive and engaging experience.
Final production and photography was done by MINI & GQ China.
OVERVIEW VIDEO SHOWCASING THE ENTIRE EXHIBIT:
Our aim was to create an inspiring automotive event concept, drawing in both local and international residents and visitors, and inviting them to experience the inspiring uniqueness of the MINI brand, from past, to present, to the future.
The MINI car’s character drives everything the MINI brand does today – we consider it the heart of the MINI brand exhibition, and therefore strove to make this impact visible in every part of the automotive section.
Creative Solutions
Since day one, MINI worked to overcome urban challenges with intelligence and creativity. Whether it’s designing around fuel shortages or regulatory restrictions, MINI cleverly answers contemporary questions.
This exhibition area highlighted the relationship between MINI and urban needs – showcasing the space-saving solutions and design accents made to brighten urban lives.
MINI In Design
From reinventing their own design icon to collaborating with industry leaders, design is the bond and bridge for everything MINI does.
This exhibition area places MINI in a greater design context, showcasing an intimate and interactive look into the design studio of Sir Alec Issigonis.
Personalities
MINI has always been more than a car. It was a mover, co-creator of the Zeitgeist, and the ultimate accessory of true trailblazers. The irreverent British attitude attracts creative personalities to this day.
This exhibition area looks at cultural icons who embody the brand, both internationally and locally.
Makers
MINI is made with attention to detail. From the collaborative spirit of the design studio to the craftsmanship and care in the assembly, building a MINI is a labor of love.
This exhibition area delved into the people behind the production, their ideas, their passion and where they find inspiration with a workshop for visitors to create their own personalized MINI wallet.
A Look into the Future
Visitors were finally guided to view the MINI Vision Next 100 Film to see our plans for the future.
CONCEPT DEVELOPMENT | Anne Marie Longtine
PRODUCTION | MINI, GQ China
CLIENT | MINI
AGENCY | KKLD*