The building as a ‘walkable sculpture’ and an incarnation of MINI brand values: urban, dense, complex and not normal!
The MINI Brand Experience Centre is the first of its kind worldwide and opened at the prominent location of the former EXPO site in Shanghai. The design refers to the main codes of the MINI brand architecture and follows a rectangular grid system in all three dimensions. The Centre is black in appearance and accentuated with illuminated color frames. The building is a 16-meter-high ‘walkable structure’ consisting of a steel frame with three attached boxes, carrying the different floor functions with individual themes. ‘BE MINI. A MINI WELCOME’ is on the ground floor, which is open and articulated the entrance. ‘THE WORLD OF MINI’ is on the second floor, which accommodates the showroom with two cars. ‘MINIFY YOUR LIFE’ is on the third floor, containing a lifestyle space. And finally, ‘MINI UNITED LOUNGE’ is on the fourth floor, offering a bar and a seating lounge as well as the best view to the China Pavilion. Every box is shifted in a different direction in order to differentiate the floors from each other. The different floors are accessed via an outdoor staircase that exhibits additional MINI analog communication and brand history. The verticality is not only eye catching, but also created density inside and challenges the expectations a visitor might have for the space.