MINI is more than a car. MINI is a lifestyle.

As of December 14th, 2005
MINI fans will be able to experience this exciting lifestyle in the
capital of Spain. It is in this vibrant city that the worldwide first
MINI LOUNGE opens its doors on Paseo de la Castellana, 123. Bar,
restaurant and nightclub are all housed under the same roof: between
8am and 4am, guests can enjoy a wide range of gastronomic specialties -
varying during the course of the day. The lounge thus creates an
entirely new platform for enjoying and experiencing the MINI brand.

The concept

The opening of the MINI LOUNGE in Madrid is yet another innovative MINI marketing mile stone. A Spanish MINI dealer was ready to convert this idea into the very first lounge in Madrid. Based on his business plan, BMW AG/MINI Brand Management Munich offered him a license agreement. The MINI communicators are thus once again walking unconventional ways of approaching target groups, and they appear where an encounter with the brand is least expected.

It is part of the MINI LOUNGE strategy to showcase neither MINI cars nor any of its accessories. Solely the lounge’s chic and cosmopolitan atmosphere conveys the brand’s image. The architecture throughout the lounge also reflects the special touch of MINI using the recognizable MINI design, as well as the typical MINI color black as sources of inspiration. The Italian cooperation partner Bisazza added further visual stimuli through the use of spectacular mosaics.

Information: MINI Press