Munich. #BIGLOVE is the MINI way of showing how two
small words can inspire positive action. Ever since the brand was born
in 1959, MINI has been all about doing more with less and finding the
most creative ways to use space. The current campaign being run by the
British premium brand goes one step further. #BIGLOVE is an expression
of diversity embraced in practice in all its forms, welcoming fresh
thinking and new ideas no matter where they come from. At the IAA
Mobility 2021 in Munich, the MINI brand presented its path towards
more sustainable mobility and an inclusive future for everyone based
on the claim “We’re all different, but pretty good together”.
For the duration of the trade fair, under the motto “BIG LOVE from
Munich”, MINI contributed to the revitalisation of the vibrant
industrial site in the suburbs of Munich called “Sugar Mountain”,
which focuses on creativity, sport, personal fulfilment and community.
The site of the former concrete factory is now enhanced by a
multi-coloured mural on an old tower, designed by London-based artist
Lakwena Maciver especially for the occasion. Lakwena’s artistic style
thrives on bold statements and bright colours. Her aim is to make art
accessible to everyone. This is why she mainly paints in public
spaces, bringing art to people who might otherwise not have access to
it. This approach makes her the perfect partner for MINI, conveyed in
the messages that appear in her colourful mural with the words
“DIFFERENT BUT GOOD TOGETHER” and “BIG LOVE”. The installation will
continue to embellish the district of Obersendling in Munich after the
IAA Mobility 2021 is over.
Sugar Mountain represented the kick-off of MINI’s IAA “Big love from
Munich” campaign with MINI friends taking part in a wide range of
activities here. Exciting matches on the World Club Tennis Court,
high-speed races on the BMX pump track and laid-back tricks on the Jam
Skate Park – they had plenty of space to spontaneously engage in
sports or express their own personal style. There was also the
opportunity to improve their DJ skills at a DJ set master class, with
the sound of relaxed beats providing the perfect background for people
to meet and relax in the spacious community area.
Furthermore, adventurers and outdoor lovers alike experienced an
urban campsite with the AUTOHOME special edition roof tents for the
MINI Countryman. The roof tents, produced for the first time with
recycled materials, are made with bottles collected from the ocean and
fully match the brand’s design and the MINI pioneering spirit, where
every day offers new sustainable adventures and perspectives.
MINI’s IAA BIG LOVE campaign continued in the MINI Pavillon at
Lenbachplatz in Munich where visitors were able to take part in a
variety of activities from culinary to sport. With displays created by
British fashion designer Paul Smith, the MINI Pavilion was also
transformed into a fascinating and versatile hotspot for fresh ideas.
The MINI STRIP, a custom-made one-off car by Paul Smith in
collaboration with MINI, presented here focused on the topics of
sustainability and innovation for increased environmental protection.
The MINI STRIP shines the spotlight on an innovative approach to the
issue of sustainability in automotive manufacturing. Guided by the
overarching theme of ‘Simplicity, Transparency, Sustainability’, the
car showcases inspirational ideas for a more sustainable method of
automotive design.
Visitors also had the opportunity to find out about the future design
of individual mobility and urban living spaces through displays and
panel discussions involving designers and visionaries from the
creative tech start-ups that are being supported in connection with
the MINI Start-up Accelerator URBAN-X. The ideas presented were then
debated live with thought leaders from the dialogue platform “The
Sooner Now” under the motto “The city of tomorrow is made today”.
This dialogue between visionaries and the MINI community during the
IAA Mobility 2021 in Munich was thus entirely dedicated to the crucial
issues of our time facing MINI: urban mobility, sustainability,
cosmopolitanism and individuality. In this way, the future-oriented
brand was able to leave behind positive stimuli and a feeling that
lasts – #BIGLOVE.
In case of queries, please contact:
Press and PR
Sarah Bauer, Press Officer Product Communication MINI
Telephone: +49-89-382-94180
E-mail sarah.bauer@mini.com
Andreas Lampka, Head of Communication MINI
Tel.: +49-89-382-23662
E-mail andreas.lampka@mini.com
Jennifer Treiber-Ruckenbrod, Head of Communication MINI and BMW Motorrad
Telephone: +49-89-382-35108
E-mail jennifer.ruckenbrod@bmwgroup.com
The BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW
Group is the world’s leading premium manufacturer of automobiles and
motorcycles and also provides premium financial and mobility services.
The BMW Group production network comprises 31 production and assembly
facilities in 15 countries; the company has a global sales network in
more than 140 countries.
In 2020, the BMW Group sold over 2.3 million automobiles and more
than 169,000 motorcycles worldwide. The profit before tax in the
financial year 2020 was € 5,222 billion on revenues amounting to €
98,990 billion. As of 31 December 2020, the BMW Group had a workforce
of 120,726 employees.
The success of the BMW Group has always been based on long-term
thinking and responsible action. The company set the course for the
future at an early stage and consistently places sustainability and
resource conservation at the centre of its orientation, from the
supply chain to production to the end of the use phase of all products.
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