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Speed can be a Lifestyle

It was critical for MINI’s success to establish a presence outside of the traditional automotive landscape. The brand needed to be attainable in the natural places consumers shopped, lived, ate and hung out. It had to reach those who had no need for a car, but had a pure emotional connection with MINI. And so was born MINI_MOTION, MINI_SOUND and various other collections with great partners, friends and collaborators.


Industrial Design, Strategy


IDEA / Business Week, Gold, 2005
Red Dot Design Award, 2004
Good Design Award, 2004

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