MINI’s first-ever International Dealer Event held in Rotterdam was a 7-week festival of MINI love to introduce several new models to over 5,000 international attendees and we were there to make it unforgettable. The Department supported by designing two multimedia shows to tell a Love Story about the MINI family.

In the heart of Rotterdam City Centre, a versatile stage design housed MINI cars, performers, and  LED screens to showcase curated content, composed soundscape and spoken word penned by Sophia Thakur. We even brought MINI founder Alec Issigonis back to life (sort of) with AI magic.

In a custom-built city of shipping containers in the port of Rotterdam, we built a bespoke 360-degree sound and visual experience inside a shipping container. Pinpoint speakers and a massive screen announced the all-new John Cooper Works Racing car in a truly immersive show

The challenge: creating a long-lasting, long-running, tangible experience with high-performing tech in a temporary shipping container.

The Challenge: High-performance tech in a temporary space? No problem. We created a long-lasting, tangible experience that’ll be talked about for years to come.