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The B-to-C magazine MINIInternational is positioned as the car brand magazine with the strongest lifestyle focus. There is intentionally no MINI on the cover. In terms of content, this magazine, put out by the Munich-based BMW Group (MINI Brand Management), also breaks from the concept of other car brand magazines. MINIInternational presents cities where things are happening, presents the latest trends and speaks with creative doers from the areas of film, fashion, music, media, art and literature. Prizewinning photographers and graphic designers create a new look for each issue to reflect the essence of the city in question. For instance, the workshop/studio character of the Zurich issue is in recognition of the incredible density of concepts and projects going on in that city.