Brand Identity

MINI Brand Experience Centre Shanghai

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Visualising the extraordinary characteristics of the MINI, this brand architecture stages the car on various levels. The MINI Experience Centre is a 17-metre-high “walkable sculpture” consisting of a steel frame to which three boxes are attached, with each featuring an individual theme. The boxes are shifted in different directions in order to distinguish the floors from each other and to foster uniqueness. The floors are accessed via an outdoor staircase that exhibits additional information about the MINI between each storey.

  • Client:
    BMW China, Beijing
  • Design:
    BMW China, Architecture Department Nicholas Ott in collaboration with Alexander Schmidt, Martin Oberpriller