In partnership with the BMW Brand and Customer Institute, yellow design has created and implemented three generations of the MINI Brand Space in the past twelve years, including all didactic content and materials. The current form of the MINI Brand Room is based on the new, more mature brand definition which required the complete redesign of the room and its didactic concept.

Inspired by the new, more mature orientation of the MINI brand towards the target group of the Creatives yellow developed a creative brand space combining a brand training room and a multi-sensory world of experience. In various stations, the participants can reflect on the background of the MINI brand and anchor it sustainably through multimedia exploration and a variety of didactic creative techniques.

Focus on the Essential.
Maximise the Experience.

sensitise. Understand. Anchor. Transfer.

Using a collaged journey through time, a DEPOT with multimedia and multi-sensory topic boxes, a CREATIVE PLATFORM for developing creative concepts and a customized wrap-up, the participants can collaboratively explore, reflect and transfer the MINI DNA.

For international training courses a minimal version of the MINI Brand Space was developed which compresses the essential workshop material into four transportable suitcases. Safe transport, easy assembly and dismantling and the intuitive use of the workshop tools characterize the MOBILE KITs without losing sight of the brand's premium demand.

Clever use of Space

MINI Brand Space | “Friends”

The revision of the Metropolitan Loft concept is the second version of the MINI Brand Space by yellow design. The theme of the party with friends became the central communicative element in order to strengthen the emotionality of the brand and to convey its proximity more strongly.

INDIVIDUAL ADDRESS AND UNIQUE BRAND EXPERIENCES ENCOURAGE VISITORS OF THE MINI BRAND SPACE TO REFLECT AND INTERACT WITH THE BRAND.

INVITED AT A FRIENDS PLACE - THE MINI URBAN LOFT.

MINI Brand Space | “Urban Loft” | Mobile Kit Version

The MINI Brand Spcace concept has been adapted for international trainings in Tokyo, New Delhi, Vancouver and Shanghai as a Mobile Kit version, designed and implemented by yellow.