In collaboration with BMW MINI, this 4 day industry project used extreme characters to help extract the eccentricities that are found in everyone. We designed individual services and devices for each character that could have applications for all in diluted formats.

Based on a ‘mini buyer’ chart from 1977, we chose extreme characters that expressed our interpretation of the Mini brand/buyer types in three service types:

MINI theatre
The MINI is used to aid a transition providing a stage for a drag queen. Consequently the car becomes a dressing room, a business base, a marketer and a stage.

MINI entrepeneur
In times of fuel shortages this concept focuses on the MINI becoming a service. The entrepreneur offers his MINI as a service to provide exciting adventures for those looking for naughty experiences.The entrepreneur creates an online service that people would pre register. Customers are contacted by text at random and told to follow instructions to take part in a mystery tour to a concealed destination. The MINI would act as a communicator and a mystery tour operator.

MINI life crisis
This scenario explores how the fresh character of the MINI can work as a midlife crisis remedy. The protagonist is a man leading a family life in the suburbs, who wishes to be like Michael Caine. The MINI acts as platform for his Alter Ego.

Collaboration with Marei Wollersberger & Michael Burton