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BMW MINI Garage / Brand experience, release

BMW MINI Garage
BMW MINI Garage

Discipline: Communication

Discipline: Communication

In April 2014, BMW MINI wanted to create very unique car launching event. Strada’s strategy was created to convey the excitement of driving the new MINI rather delivering a conventional racing model photo session. Strada first engineered the paddock architecture with an interactive LED display and mechanical kiosk to simulate the excitement of MINI cooper S driving. 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 three different results based on the individual’s driving style.

Client / Manufacturer

BMW Group Korea

BMW Group Korea
Seoul, South Korea

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Design

Strada Worldwide

Strada Worldwide
Seoul, South Korea

Bryan W. H Lee, Byung Ha Park, Zuno Du, Do Young Sung, Kye Jung Lee, Ga Yong Lee, Gui Rang Choi

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