MINI partners with Vhils Studio, Iminente and Underdogs through the MINI VOICES platform.

Munich. In several European countries, MINI is
supporting authentic entities and start-ups which are tackling today’s
social challenges with their unusual ideas and demonstrating how a
sustainable, socially responsible future can be shaped. The #MINI
VOICES platform is created for personalities and initiatives that have
the potential to change the world. Their presence on MINI’s social
media channels gives them the opportunity to provide inspiration worldwide.

MINI Portugal’s partnership with Vhils Studio, Iminente and Underdogs
has been launched with a film demonstrating perfectly the four
entities’ shared values – tolerance; equality; solidarity; inclusion –
and their passion for art, culture, and urban environments. Future
joint projects this year will include a cinema as a new artistic area
of the Festival Iminente. The drive-in cinema will be exclusively
supported by MINI.

Pedro Faria, General Manager MINI Portugal, says: “We are very
pleased with the partnership with these three cultural entities,
recognized at national and international level, both for their talent
and for their innovation. Being able to share experiences, learn about
other perspectives and collaborate on various projects will allow the
brand to assume an active voice in the celebration of urban culture,
as a movement for the progressive transformation of cities.”

“With this new partnership, we intend to continue our role as
promoters of culture, and develop, together with MINI, artistic
projects that can positively contribute to the enrichment of urban art
and to the improvement of life in the cities”, highlights Romain
Trevisan, CEO of Vhils Studio, Iminente and Underdogs.

Finding unconventional solutions and rethinking what already exists
has always been part of the MINI identity. With its clever use of
space, the classic Mini was a pioneer in efficient mobility,
predominantly geared towards the city lifestyle. Today, the MINI
Electric takes that spirit even further with an all-electric
powertrain. Off the road, MINI has participated in several projects
that seek to improve the quality of life in urban environments. This
partnership, which will initially run for 12 months, underscores the
importance of providing a new look at cities and of the well-being of
all communities and different lifestyles.


For further information, please visit:


About: Vhils Studio
Peeling away the layers of
our material culture as a contemporary urban archaeologist, Portuguese
artist Vhils reflects on the impact of urbanity, development and
increasing uniformity on global landscapes and human identity. His
unique visual language has been materialized through a vast body of
supports and contexts, creating powerful propositions about the
present human condition. His work is represented in several public and
private collections in several countries.

About: Iminente
Iminente is a comprehensive
platform that aims to provide experiences of urban culture, promoting
the relationship between cities, their inhabitants and creative
production. Bringing together a diversity of artistic areas, including
music, contemporary art, dance, performing arts, architecture, design,
fashion, cinema, recitals, and gastronomy, it is the materialization
of an urban creative movement that aims to create visibility and
opportunities for artists, disseminating the urban culture.

About: Underdogs
Underdogs is a cultural
platform based in Lisbon, Portugal, which brings together a gallery
with two exhibition spaces, a public art programme, the production of
artistic editions and the development of commissioned artistic
projects. Established in 2010 and consolidated in its present form in
2013, Underdogs works with a diverse cast of Portuguese and
international artists linked to the universe of contemporary
urban-inspired art, fostering the development of close relationships
between creators, the public, and the city to promote art as an
everyday experience.


In case of queries, please contact:

Corporate Communications

Sarah Bauer, Press Spokesperson Product Communication
Tel.: +49-89-382-94180

Andreas Lampka, Head of Communication MINI

Jennifer Treiber-Ruckenbrod, Head of Communication MINI and BMW
Tel.: +49-89-382-35108


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 passenger vehicles 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 makes sustainability and
efficient resource management central to its strategic direction, from
the supply chain through production to the end of the use phase of all products.