Urban, stylish and dynamic – what could be more fitting for the new electric MINI than the design and art metropolis of Miami? Around the capital of Florida, we knitted a multifaceted press launch for international media representatives around the topic of innovation in technology and design. Unique sightseeing and sunny weather included.
White beaches, trendy Art Deco architecture, blue water – Miami and its surroundings provided the perfect backdrop to present the new MINI Electric to international journalists in the right lifestyle ambience. During test drives along the Oversea Highway or through the natural beauty of Florida, the participants experienced driving fun with style and sustainability.
The advantages of the first all-electric MINI were presented in detail during a press briefing. The location for this was the Institute of Contemporary Art in the Miami Design District, in whose garden we created a set-up that contained design and technology elements matching the content: from specially designed graffiti on the adjacent parking garage to the carport with integrated charging stations. For this, we designed an eye-catching equipment concept that matched the look and feel of the innovative, electric MINI and the art museum. The challenge was to develop modular, flexible furniture so that the staggered press presentations could take place in an agile manner in terms of time and space while the museum continued to operate.
Thanks to our event experience on the US market and our good American network, we completely implemented the press launch as a full-service, from creation to project management and control of external service providers such as the participant management team to logistics.
