Curating a Local Party with Global Reach with MINI United at Lovecraft

ASK

MINI had the chance to make a big splash with their IAA pre-opening event, but were unsure how to go about it. With LOVECRAFT, a collaboration between MINI and creative luminaries, they had a great location, but nothing else. That was when we came in...

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APPROACH

Our guiding principle was "MINI follows culture". This meant that we didn't want to create a generic corporate concert event. Instead, we wanted to do something for the local community that would have a global appeal. To achieve this, we partnered with Cozy, a local artist collective, to integrate the event deeply into Munich's cultural scene. We also added a bit of magic by selecting up-and-coming artists who were highly anticipated in Munich.

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RESULT

The queue to get in was over 500 metres long, thanks to the power of our local partners, the appealing line-up and the great location. The pull effect was amazing, attracting other musicians and stars, as well as a crowd that no one in Munich was expecting. "Looks like New York or London - definitely not Munich," said one guest. Guests shared the experience on social media, allowing the client to proudly declare: Mini is back in the cultural landscape!

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