Mini photo experience
Our friends over at Pead were hosting an event to launch MINI’s next generation of electrified models in New Zealand - the MINI Cooper Electric and the MINI Countryman. The all-electric MINI stands for locally emission-free mobility for the future, redefining the brand’s hallmark go-kart feeling, while retaining their exceptional style.
Pead came to us with a concept around creating a sensory real world experience that told the story of the unique features of the MINI Electric models. Media and influencers would be invited to an exclusive launch event to join MINI on this sensory journey.
Showcased at Studio 230 in Ponsonby, we curated a series of immersive digital experiences, touching on the senses: touch, sight, hearing, smell and taste, aligned with the event pillars of “Move, Immerse, Next-Generation and Indulge”.
Guests were given headphones for a guided musical audio journey through the space, learning about MINI’s sustainability goals & circularity principles, technology innovations and commitment to style.
Photo opportunities throughout the journey gave a nod to the signature MINI central sphere (speedometer), with guest's images projected in a spherical design on the wall of the venue. With the OLED touchscreen & infotainment system in the electric vehicles, guests were encouraged to interact with the vehicles on display and share their images via social media.
Lighting, music, cuisine and curated textural spaces came together to create an unforgettable sensory experience, with guests indulging in spherical cocktails and food to awaken the senses.
