The iconic British brand is testing a retail venture which emphasizes their lifestyle product range.
To coincide with the 2012 London Olympics, MINI opened a lifestyle pop-up store at the Westfield Stratford shopping center. Just a pair of MINI’s two newest models will be on display with the majority of the space within the store dedicated to merchandising MINI’s fashion and accessory products. The goal was to showcase the brand in a completely different context from a traditional dealership setting.
The interior decor follows MINI’s dominant use of black and white. A series of display cases wrap the wall and ceiling of the entry creating a checker board effect. LED lighting which changes color aids in grabbing the attention of passing shoppers.
Several pieces of retail technology allows customers to virtually browse both the MINI automotive and lifestyle product lines. An interactive mirror serves as a virtual fitting room, allowing customers to try on outfits without removing their clothes. An innovative Mini car configurator displays vehicles in 3D.
Berlin based Studio 38 in cooperation with Mark Bendow Interior Environments and Farmer Int. developed the design in three months. The store has since started to collect a series of nominations and awards most recently including winning a 2012 red dot award for event design. The store will be open through the spring 2013.