RATIONAL
MINI fuses together two lifestyles that may not be contradictory to one another, but are definitely different.
THE MINI PACEMAN IS AN URBAN PLAYER AND A STYLE ICON AT THE SAME TIME.
Concept
A split personality as MINI Paceman’s requires a split stage: two lifestyles that are equally “MINI” yet are unique in their own respective way.
The “STYLE ICON SIDE” of the stage addresses the MINI audience that appreciates the casual yet stylish and fashionable things in life.
On the other hand, the “URBAN PLAYER SIDE” addresses the MINI audience that is attracted to
street culture.
DETAILS
EXECUTION
THANK YOU!
