MINI ACEMAN PREMIERE
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MINI ACEMAN PREMIERE 〰️
THE ASK
MINI China wanted a China/Asia premiere for the J05 Concept ACEMAN that felt less like a traditional concept car reveal and more like a pop culture event—an experiential exhibition that would make the car a “talk of town” design object, attract a new generation of urban, culture savvy fans, and clearly signal the next all electric MINI era without losing the brand’s iconic spirit.
Client: MINI China
Project: MINI ACEMAN CHINA/ASIA PREMIERE
City/Year: Shanghai, 2022
3 day brand exhibition with 100+ visitors hourly capacity
THE RESULT
Over three days at 1862 Theater on the Huangpu riverfront, MINI transformed the venue into a walk through brand world that connected MINI’s past icons, present “urban playground” attitude and electrified future, with the Concept ACEMAN staged as a central art piece in an immersive “Future ACEMAN” zone. Visitors followed a curated journey from lifestyle driven Urban Playground, through a gallery of vintage MINI culture, into a projection mapped, sound designed ACEMAN space where light, motion graphics and interactive media echoed the car’s digital experience modes, making the premiere feel like a limited run culture exhibition rather than a standard auto launch.