PressClub United Kingdom · Article.
MINI and the IAA Mobility 2021: #BIGLOVE – a feeling that lasts.
Thu Sep 09 16:00:00 CEST 2021 Press Release
Visions for sustainable mobility and cities designed for excellent quality of living, fresh stimuli for the MINI community and a clear commitment to diversity: with its ‘BIG LOVE from Munich’ campaign the British premium brand left its mark at the International Motor Show and not only with the large-format mural on the tower of “Sugar Mountain” designed by the artist Lakwena.
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Helen Wilson
BMW Group
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Author.
Helen Wilson
BMW Group
Note: This press release is a 1:1 copy of the original issued
by BMW headquarters in Germany. No adaptations have been made to
cater for the UK market.
Munich. #BIGLOVE is the MINI way of showing how two
small words can inspire positive action. Ever since the brand was born
in 1959, MINI has been all about doing more with less and finding the
most creative ways to use space. The current campaign being run by the
British premium brand goes one step further. #BIGLOVE is an expression
of diversity embraced in practice in all its forms, welcoming fresh
thinking and new ideas no matter where they come from. At the IAA
Mobility 2021 in Munich, the MINI brand presented its path towards
more sustainable mobility and an inclusive future for everyone based
on the claim “We’re all different, but pretty good together”.
For the duration of the trade fair, under the motto “BIG LOVE
from Munich”, MINI contributed to the revitalisation of the vibrant
industrial site in the suburbs of Munich called “Sugar Mountain”,
which focuses on creativity, sport, personal fulfilment and community.
The site of the former concrete factory is now enhanced by a
multi-coloured mural on an old tower, designed by London-based artist
Lakwena Maciver especially for the occasion. Lakwena’s artistic style
thrives on bold statements and bright colours. Her aim is to make art
accessible to everyone. This is why she mainly paints in public
spaces, bringing art to people who might otherwise not have access to
it. This approach makes her the perfect partner for MINI, conveyed in
the messages that appear in her colourful mural with the words
“DIFFERENT BUT GOOD TOGETHER” and “BIG LOVE”. The installation will
continue to embellish the district of Obersendling in Munich after the
IAA Mobility 2021 is over.
Sugar Mountain represented the kick-off of MINI’s IAA “Big love
from Munich” campaign with MINI friends taking part in a wide range of
activities here. Exciting matches on the World Club Tennis Court,
high-speed races on the BMX pump track and laid-back tricks on the Jam
Skate Park – they had plenty of space to spontaneously engage in
sports or express their own personal style. There was also the
opportunity to improve their DJ skills at a DJ set master class, with
the sound of relaxed beats providing the perfect background for people
to meet and relax in the spacious community area.
Furthermore, adventurers and outdoor lovers alike experienced an
urban campsite with the AUTOHOME special edition roof tents for the
MINI Countryman. The roof tents, produced for the first time with
recycled materials, are made with bottles collected from the ocean and
fully match the brand’s design and the MINI pioneering spirit, where
every day offers new sustainable adventures and perspectives.
MINI’s IAA BIG LOVE campaign continued in the MINI Pavillon at
Lenbachplatz in Munich where visitors were able to take part in a
variety of activities from culinary to sport. With displays created by
British fashion designer Paul Smith, the MINI Pavilion was also
transformed into a fascinating and versatile hotspot for fresh ideas.
The MINI STRIP, a custom-made one-off car by Paul Smith in
collaboration with MINI, presented here focused on the topics of
sustainability and innovation for increased environmental protection.
The MINI STRIP shines the spotlight on an innovative approach to the
issue of sustainability in automotive manufacturing. Guided by the
overarching theme of ‘Simplicity, Transparency, Sustainability’, the
car showcases inspirational ideas for a more sustainable method of
automotive design.
Visitors also had the opportunity to find out about the future
design of individual mobility and urban living spaces through displays
and panel discussions involving designers and visionaries from the
creative tech start-ups that are being supported in connection with
the MINI Start-up Accelerator URBAN-X. The ideas presented were then
debated live with thought leaders from the dialogue platform “The
Sooner Now” under the motto “The city of tomorrow is made today”.
This dialogue between visionaries and the MINI community during
the IAA Mobility 2021 in Munich was thus entirely dedicated to the
crucial issues of our time facing MINI: urban mobility,
sustainability, cosmopolitanism and individuality. In this way, the
future-oriented brand was able to leave behind positive stimuli and a
feeling that lasts – #BIGLOVE.
ENDS
The BMW Group
With its four brands BMW, MINI,
Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading
premium manufacturer of automobiles and motorcycles and also provides
premium financial and mobility services. The BMW Group production
network comprises 31 production and assembly facilities in 15
countries; the company has a global sales network in more than 140 countries.
In 2020, the BMW Group sold over 2.3 million automobiles and
more than 169,000 motorcycles worldwide. The profit before tax in the
financial year 2020 was € 5,222 billion on revenues amounting to €
98,990 billion. As of 31 December 2020, the BMW Group had a workforce
of 120,726 employees.
The success of the BMW Group has always been based on long-term
thinking and responsible action. The company set the course for the
future at an early stage and consistently places sustainability and
resource conservation at the centre of its orientation, from the
supply chain to production to the end of the use phase of all products.
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CO2 EMISSIONS & CONSUMPTION.
Fuel consumption, CO2 emission figures and power consumption are measured using the methods required according to Regulation (EC) 2007/715 as amended. They refer to vehicles on the German automotive market. With regard to ranges, the NEDC figures take into account differences in the selected wheel and tyre size, while the WLTP figures allow for the effects of any optional extras.
All figures have already been calculated based on the new WLTP test cycle. NEDC figures listed have been adjusted to the NEDC measurement method where applicable. WLTP values are used as a basis for the assessment of taxes and other vehicle-related duties which are (also) based on CO2 emissions and, where applicable, for the purposes of vehicle-specific subsidies. For further details of the WLTP and NEDC measurement methods, see also www.bmw.de/wltp.
For further details of the official fuel consumption figures and the official specific CO2 emissions of new cars, please refer to the “Manual on the fuel consumption, CO2 emissions and power consumption of new cars” available free of charge at all sales outlets, from Deutsche Automobil Treuhand GmbH (DAT), Hellmuth-Hirth-Str. 1, 73760 Ostfildern-Scharnhausen and at https://www.dat.de/co2/.