#MINI GARAGE

Mission

‘Not Normal’ has been a marketing slogan for MINI for several years and BMW Mini Korea wanted to showcase its new MINI in totally different way.
Strada was commissioned by BMW MINI to unveil the new BMW MINI F56 with a game changing interactive entertainment design. Strada’s strategy was created to convey the excitement of driving the new MINI rather delivering a conventional racing model photo session.

SOLUTION

The platform was inspired by an F1 paddock, equipped with a 400inch LED, motion accelerator panel, motorized shutters and other Strada technical innovations.
Strada first engineered the paddock architecture with an interactive LED display and mechanical kiosk to simulate the excitement of cooper S driving. The Strada team filmed 18 driving movies and special 3D effects to create the excitement of the New Mini driving experience. Users are able to simulate actual driving sequences by choosing green and sports modes on the kiosk and pressing the accelerator to cruise 18 different locations, resulting in 3 different results based on the individual’s driving style. At the end of experience, drivers can send their results to friends.
Unlike a conventional disposable event design, BMW MINI paddock is designed with mobility and sustainable parallax design for various MINI brand campaign needs in 2014.
MINI Paddock is an integrated new media platform that supports various MINI BTL marketing activities in various locations. Without major infrastructural reinvestment, MINI Paddock is designed for various new product updates and showcase for museum, pop up store and dealer promotion.

Platform was inspired by F1 paddock, equipped with 400inch LED, motion accelerator panel, motorized shutters and other Strada engineering platforms.

First paddock architecture is engineered with interactive LED display and mechanical kiosk to simulate the excitement of cooper S driving. Strada team filmed 18 driving movies and special 3d effect to craft excitement of New Mini driving experience. User able to simulate actual driving sequence by choosing green and sports mode on kiosk and press accelerator to cruise 18 different locations and user able to find 3 different results based on their driving styles. At the end of experience, driver can send their results to friends.