EVerse Pop Up - Mini
2024
MINI and AGMC wanted to introduce their new electric lineup, including the Aceman, Countryman, and 3-door Cooper, in a way that felt completely different from a traditional car launch. The goal was to bring the brand to life and explain their new digital driving modes through a hands on, sensory experience that would resonate with the creative community at Alserkal Avenue.
We took over Concrete and The Yard at Alserkal Avenue to build the MINI-EVerse, a walk through journey featuring seven unique sensory rooms. Instead of just talking about technology, each space was designed to let guests feel a specific driving mode through art, scent, and sound. The different rooms included:
- Core Mode: A minimalist introduction to the essential DNA of the new MINI.
- Timeless Mode: A space celebrating the brand’s heritage through a classic meets modern aesthetic along with an interactive puzzle about the brand's history.
- Green Mode: An immersive, MINI forest that highlighted sustainability and a connection to nature.
- Balance Mode: A tranquil, Zen-like environment focused on calm and interior harmony which also involved a custom-made VR experience.
- Go-Kart Mode: A high-energy, high contrast room that channeled the thrill and speed of the driving experience through VR & Racing simulators.
- Vivid Mode: A full-sensory spectacle of light and color, showcasing the vibrancy of the brand’s new digital palette.
- Personal Mode: A tactile workshop where guests could personalize MINI goody bags, making the brand feel uniquely theirs.
Over two days, the pop-up transformed a technical car launch into a major community event. While Alserkal Avenue saw over 9,300 visitors during the weekend, by focusing on art and storytelling rather than just specs, we attracted over 863 enthusiasts, families, and long-time MINI fans. Beyond the aesthetic, the event also drove tangible action, resulting in approximately 50 test drives and two direct sales on-site. By turning a product display into a destination, we proved that immersive storytelling can lead directly to measurable results.
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