IAA motorshow – MINI exhibition booth


More a street festival than an exhibition booth. The MINI brand’s presence at the IAA 2017 was an invitation to the visitors to immerse themselves in an urban setting with industrial-style architecture. The five MINI models (MINI three-door, MINI five-door, MINI Convertible, MINI Clubman and MINI Countryman) have been arranged in different “mood boards” all focussed on urban living. The highlights have been the smoothie kiosk with a street food festival feeling offering healthy drinks and there was also a real barbershop where male visitors could get a 30-minute styling and grooming session.

Concept: becc agency