The press launch of the MINI Electric in Miami offered a stunning setting that combined art, design, and nature – the perfect stage to unveil the brand’s innovative EV. Journalists from around the world explored the MINI Electric on diverse test drives, cruising along the Overseas Highway and through Florida’s picturesque landscapes, with multiple urban photo stops throughout the design capital of Miami.
The press briefing was held at the Institute of Contemporary Art in the Miami Design District, setting the tone for a brand staging that merged innovation and creativity. Inspired by the museum’s design language, the setup featured artistic and technical elements including a custom graffiti wall and an EV carport with charging stations – reflecting MINI Electric’s sustainable ethos.
Modular furniture allowed flexible presentations while maintaining the integrity of the museum space. Our holistic project management included concept development, vendor coordination, guest logistics, and on-site operations. Thanks to our extensive US market experience and local network, the MINI Electric press launch delivered a strong statement of design, innovation, and sustainability – all in MINI’s unmistakable style.
