MINI Brand Store turned to ‘Club MINI Amsterdam’ during Amsterdam Dance Event. MINI first car brand with its own exclusive club.

Amsterdam. MINI Brand Store Amsterdam turned in to an exclusive club for two days during the  Amsterdam Dance Event (ADE). MINI turned the MINI Brand Store – usually the place to buy the MINI Lifestyle Collection –  to Club MINI Amsterdam. MINI is the first car brand with its own club and more special: in the heart of Amsterdam, The Netherlands. The theme of  MINI Collection 2012/2013  is ‘The sound of MINI’ so its own exclusive club is a perfect fit for MINI.

Amsterdam Dance Event

With over 1,700 artists from around the globe performing in 75 of the best clubs in Amsterdam, ADE's festival has grown into the world's biggest club festival for the whole spectrum of electronic sub-genres. ADE offers 200.000 clubbers five days of guaranteed partying with a stunning total of 300 events taking place. The MINI Brand Store was one of those special locations. Specially for ADE it was transformed into an exclusive club. The MINI Brand Store with its central location in Amsterdam and with the international allure of the Hirsch building is the ideal location for a club.

MINI and Spotify – the successful streaming service - hosted two party’s including performances of international well known DJ’s such as DJ Chuckie, Gregor Salto and The Flexican. Both Dirty Dutch and Yours Truly became valued and well-attended concepts in the Dutch and International club scene. Dirty Dutch for example is a well-known concept in clubs in Miami, Las Vegas, London and Ibiza.

More Club MINI Amsterdam in 2013

As a example for more customer involvement and to enjoy the MINI Lifestyle, The MINI Brand Store hopes to open its door more often in 2013 for Club MINI Amsterdam.

For further information please contact:

BMW Group Netherlands, Corporate Communications

Carolijn Goes, Product Communications MINI

Tel: +31 (0) 70 413 31 08

carolijn.goes@mini.nl / www.press.bmwgroup.nl