A brand new immersive format to introduce new members of the MINI family to the world

In the Summer of 2022, MINI invited their top car dealerships to the Brand Business Summit, a private launch in Sugar Mountain, Munich. Establishing a brand new format, The Department developed the creative strategy for the 8-day event, deep diving into brand and marketing messaging to communicate in a uniquely engaging way. 

A top-secret show concept was created by The Department to reveal  MINI’s new vehicles to the global dealers ahead of the press and public launch. 

Central to the live reveal was spoken word artist Sophia Thakur whose eloquent prose gave personalities to each of the launch cars, supported by music composition, lighting design, live performance, and content, all creatively produced by The Department.  The result was exceptional as the highest-scoring event based on attendee feedback for the show element.