MINI NIGHT OF LEGENDS
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MINI NIGHT OF LEGENDS 〰️
Client: MINI China
Project: MINI JCW NIGHT OF LEGENDS
City/Year: Beijing, 2024
THE ASK
MINI China needed an intimate New Year gathering that would both thank top media and KOL partners and create a highly confidential, high-impact stage for unveiling the new U25 JCW to a select group of around 100 guests—boosting visibility, emotional connection and brand heat at the start of the Dragon Year.
THE RESULT
MINI JCW 传奇之夜 in Beijing transformed the U25 JCW unveiling into a Coopers-only Night of Legends, timed with “龙抬头” to signal an auspicious fresh start for MINI performance in China, and staged as a secret No.37 legendary garage where every detail—from 37 heritage objects to full-site MINI car displays—immersed guests in the Monte Carlo No.37 story. Inside this garage-meets-festival setting, a MINI-branded barbershop echoing the Dragon Head haircut ritual, curated dinner and party, and content linking the 1964 rally win to today’s JCW lineup turned media and owners into protagonists, making the new JCW family feel like the living continuation of a legend rather than a standalone product reveal.