Exclusive launch party for the new MINI Countryman.

Milan. Against the backdrop of the Salone del Mobile, MINI celebrated the launch of its new MINI Countryman with an exclusive guest line-up and a host of friends. The party, attended by numerous Italian and international VIPs from the worlds of fashion, design and lifestyle, fully lived up to the “Urban meets Country” motto of the fourth addition to the MINI family: nature, in the shape of meadows, trees and butterflies, entered an urban location in the centre of Milan to become the stage for the launch party for the new MINI Countryman, due to hit the showrooms as of September. The same motto was also seized upon by four well-known celebrities who presented their MINI Countryman all packed up and ready for a personal weekend getaway. The highlight of the event was the world premiere of the new MINI Countryman song by Michelle Branch and Timbaland, performed live on stage for the first time by the country singer.

Margherita Maccapani Missoni, Delfina Delettrez Fendi, Maarten Baas and Dean & Dan Caten from Dsquared² packed up their MINI Countryman for a weekend getaway.

At the Face 2 Superstudio in Via Tortona, one of Milan’s trendiest locations, you could experience four well-known celebrities’ very personal take on the MINI Countryman getaway feeling. Margherita Maccapani Missoni, granddaughter of the founder of the Milan-based Missoni fashion empire, loaded up her individual MINI Countryman for a perfect weekend rural escape, as did jewellery designer Delfina Delettrez Fendi and designer Maarten Baas. Completing the line-up was the MINI Countryman packed by Dean and Dan Caten, owner-designers of the trendy DSquared² fashion label. After the event the shop window of the label’s flagship store is also dressed entirely in keeping with the “MINI Countryman – Urban meets Country” theme. 

MINI Countryman Picnic.

Taking part in the MINI Countryman Picnic were national and international VIPs, along with an exclusive array of high-calibre guests and friends of MINI. The urban location itself – in the midst of the Italian metropolis – radiated a strong country feel. The red carpet was grass-green while the interior of the studios displayed everything you might need on a foray to the countryside – from a flower meadow to a wood all the way to butterflies – as well just the right vehicle: the MINI Countryman. Ensuring just the right party atmosphere for the 350 guests, meanwhile, was star DJ Nicola Guiducci.

Among them, fashion designers Viktor Horsting and Rolf Snoeren from the Viktor & Rolf brand, the Gianfranco Ferré designers Roberto Rimondi and Tommaso Aquilano, Kean Etro from Etro, Neil Barrett, Romeo Gigli, and an array of international socialites such as Francesca Versace, Bianca and Coco Brandolini d’Adda, Isabella and Matilde Borromeo, Teresa Maccapani Missoni and TV anchorwomen Victoria Cabello and Magda Gomez.

World premiere of the MINI Countryman song.
The high spot of the evening was the live performance by Michelle Branch, which doubled as the world premiere of the new MINI Countryman song. Here the US country singer and songwriter, who gained fame and a Grammy for her duet with Carlos Santana, joined forces with international music producer Timbaland. As well as his production work for artists such as Aaliyah and Missy Elliott, he has already imprinted his signature sound on global stars such as Madonna, Nelly Furtado and Justin Timberlake. “Urban meets Country” thus hits the right note musically as well: the song, whose global launch this summer will be backed by a music video, was performed on this evening by Michelle Branch by way of an exclusive preview.

The MINI Countryman – driving fun knows no bounds.

MINI is extending its model range by a fourth variant, thereby opening up a new dimension of that unmistakable MINI feeling. As a crossover model, the MINI Countryman bridges the gap between the classic MINI concept and a contemporary Sports Activity Vehicle. Its extended options for urban mobility and potential uses in environments beyond the city mean new target groups with a greater demand for space and flexibility can now experience the driving fun associated with MINI. As the brand’s first model to feature four doors and a wide-opening tailgate, it offers extended and highly versatile use of space, a slightly raised seating position and optimised ride comfort.

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