Just when you thought Mini was nothing more than a miniature car brand, the BMW Group‘s holding has unveiled something new.
“MINI has always been a quintessentially urban brand, a brand for the city, and this is also where a lot of our customers live,” said Esther Bahne, head of brand strategy and business innovation at MINI, in a press release. “We have to take a holistic approach to the city and think about solutions that are relevant to the needs of the people who live there. This is what the MINI LIVING installation is all about.”
All you have is a 322 square foot living space placed together with other apartments of the same size. According to Mini fold-out shelving modules form the apartment’s walls. “Integrated in these modules are a variety of features and systems such as a kitchen unit, a workbench and a music system. The shelves can be opened out to give access to the various objects and functions. By opening out different shelves, the apartment’s interior space can be combined and reconfigured in many different ways, providing the appropriate backdrop for all sorts of spontaneous activities and unique experiences. Folding out the kitchenette and a music system for example creates the perfect set up for a spur-of-the-moment kitchen party.”
“With the MINI LIVING installation, we’re looking to be part of a debate about future forms of shared living. In the city, more and more people have to share space which is increasingly scarce and finite. We see a lot of potential in this situation for making urban living more communal and reciprocal. The installation combines both sides of the equation within a compact footprint – it is both a haven of privacy and also an interface to the wider community,” says MINI LIVING project manager Oke Hauser.
Visitors can experience the MINI LIVING installation from April 12 to April 17, 2016 at 18 Via Vigevano, Milan, Italy during the Salone del Mobile.