MINI "The Eighth Element."
An interactive lounge during Europe’s largest design fair, the Salone del Mobile in Milan, as a platform for unconventional pre-launch activities for the MINI Clubman.
The task:
Overall concept, room design, creation and realisation of interactive installations, media production, realisation and supervision on site.
The location: Castello Sforzesco, Milan (Italy)
At the international MINI press conference in the Castello Sforzesco, 300 representatives of the international lifestyle press came to see the moving MINI lounge.
The Eighth Element: Motion
The Motion Lounge shows movement in its variety: next to a 360° rotating film-projection, visitors can also experience the silhouette of the new MINI Clubman in a kinetic installation. The designers taking part in the overall exhibition, for example Ettore Sottsass, Alessandro Mendini und Gaetano Pesce, interpret the subject "The Eighth Element: Motion" in short film-interviews.
