PressClub Portugal · Article.
World Premiere in Madrid: Grand Opening of the first MINI Lounge.
Fri Dec 16 10:00:00 CET 2005 Informação à Imprensa
Design meets Gastronomy: The worldwide first MINI LOUNGE opens its doors in the Spanish capital on December 14th, 2005.
Contato de imprensa.
Margarida Peres
BMW Group
Tel: 214873000
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Autor.
Margarida Peres
BMW Group
Munich/ Madrid. MINI is more than a car. MINI is a lifestyle. As of
December 14th, 2005 MINI fans will be able to experience this exciting
lifestyle in the capital of Spain. It is in this vibrant city that the
worldwide first MINI LOUNGE opens its doors on Paseo de la Castellana,
123. Bar, restaurant and nightclub are all housed under the same roof:
between 8am and 4am, guests can enjoy a wide range of gastronomic
specialties - varying during the course of the day. The lounge thus
creates an entirely new platform for enjoying and experiencing the MINI
brand. The concept The opening of the MINI LOUNGE in Madrid is yet
another innovative MINI marketing mile stone. A Spanish MINI dealer was
ready to convert this idea into the very first lounge in Madrid. Based
on his business plan, BMW AG/MINI Brand Management Munich offered him a
license agreement. The MINI communicators are thus once again walking
unconventional ways of approaching target groups, and they appear where
an encounter with the brand is least expected. It is part of the MINI
LOUNGE strategy to showcase neither MINI cars nor any of its
accessories. Solely the lounge's chic and cosmopolitan atmosphere
conveys the brand's image. The architecture throughout the lounge also
reflects the special touch of MINI using the recognizable MINI design,
as well as the typical MINI color black as sources of inspiration. The
Italian cooperation partner Bisazza added further visual stimuli
through the use of spectacular mosaics. Further information
concerning the MINI LOUNGE can be found on www.mini.com/lounge.
Fine-grade photographic material can be downloaded from the BMW
PressClub at www.press.bmwgroup.com. For questions please contact:
Corporate Communications Sabine Gigl, BMW Group, Public Relations,
Communication Programmes MINI Telephone: +49 89 382 38960, Fax: +49 89
382 28017 Michael Kirsch, BMW Group, General Manager Public Relations
Telephone: +49 89 382 25 111, Fax: +49 89 382 28017 Media Website:
www.press.bmwgroup.com e-mail: presse@bmw.de