MINI Living helps people live a big life on a small footprint. Using MINI’s philosophy of ‘creative use of space’ to rethink how we live, work and play.
Overview
In 2017, we delivered a future brand strategy for MINI to help them move beyond auto – Living was identified as a priority opportunity space. Following that, we helped MINI create, design and launch their first venture into this new space with a digitally enabled co-living and working space in an old paint factory in Shanghai.
Role
As the creative lead for this venture, I directed a core team who created the brand strategy, design philosophy, proposition, user experience and digital ecosystem. Collaborating closely with Universal Design Studio to translate our ambitions into architectural features and interior design, and program managing the development of the building with hundreds of partners and vendors.
The whitespace
MINI is more than a car and as we revisited the brand’s heritage and DNA, we realised that the MINI perspective is relevant across many fields. As a design icon and an undeniably urban brand, we saw a big opportunity for MINI to pioneer inventive new ideas for the essentials of urban life.
The purpose
MINI Living was invented to tackle a range of challenges that come with living in a city – from the lack of space to feeling disconnected from your neighbours. We set out to create a new framework for urban developments that embrace and improve the local community, not replace it.
The building
The flexible and personal living spaces were created with the essentials in mind, delivered through smart, configurable design. Additional networks of bookable spaces enable residents to extend their private space, creating an affordable life without compromise.
The experience
We created MILE, an integrated digital platform that gives users access to MINI Living’s full range of services, across their urban life. From managing their personal space, to building a productive working environment, from exploring the local city to enjoying all MINI Living has to offer.
The touchpoints
We created a central design philosophy that informed a wide range of product choices from entry keycards to desk lamps. Guiding a network of partners to create products for the building that kept a consistent thread of how we wanted to treat colour, material, finish, form and graphics.
The result
MINI Living lets you live a big life on a small footprint.
In 2020, MINI Living opened the 7,600 sqm space in a former paint factory in the city’s central Jing'an district.
In 2020, MINI Living opened the 7,600 sqm space in a former paint factory in the city’s central Jing'an district.
