MINI Electric Experience.
Taking place December 10, 2019, the MINI Electric Experience will embody the “360° Charged with Passion” ethos of the MINI Electric Ecosystem.
A/D/O by MINI will proudly host and showcase the 360° MINI Electric Vision as one initiative for the first time during this event. To mark the occasion, a trio of MINI Cooper SE cars – the brand’s first all-electric model – will be on-hand for guests to inspect and test out, and a charging station installed at the venue will demonstrate how simple the vehicles are to recharge.
At MINI, we have long valued the wide-reaching impact that design has on our communities and cities, and the new MINI Cooper SE takes this to the next level with the introduction of electric mobility. The MINI Electric Experience will also bring together our initiatives that complement the MINI Electric Ecosystem, including A/D/O by MINI, Urban-X and MINI Living – all of which demonstrate our commitment to exploring the future of design and improving urban life.
We are bringing these ideas to life during the event via specially commissioned, site-specific installations that will activate the A/D/O by MINI space in Brooklyn, New York.
In the courtyard, visitors will be greeted with a dazzling lighting display by six emerging designers. Titled Glow Up, the exhibition is curated in partnership with In Good Company – an initiative founded by Fernando Mastrangelo and Kris Ghadry to support young design talent. Together, we asked the chosen designers to create unique light sculptures that respond to the industrial context while characterising each of their signature styles.
Under the building’s “Periscope,” Amsterdam-based Random Studio has interpreted the experience of travelling through the city as a car passenger. Their installation, Perpetuum, comprises panels that mimic various urban textures and rotate at different speeds to evoke the sensation of driving past objects at staggered distances. Sound recordings of city life and bespoke lighting will further heighten this immersive experience.
Event attendees will also get a sneak preview of our MINI Living complex in Shanghai, scheduled to open next year, and will hear about how the MINI Electric Ecosystem will shape the future of mobility.