MINI Gokart Feeling

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Technical Communications on IAA 2007

For the presentation of the new MINI Clubman at the IAA, Triad Berlin developed several interactive exhibits that provided driving pleasure and movement. The highly complex themes of product substance and technology were presented to the visitors in a playful and easily comprehensible way. In just two months of realization time, Triad was responsible for the overall concept, design, editorial work, media design, media production and production control.

Driving Pleasure in the BlueBox > An unusual driving experience was created to highlight the key product values agility and customization of the new MINI Clubman. Visitors were able to navigate through rich urban scenery via a wireless steering wheel which was freely maneuverable in the room. This dynamic driving effect was supported by a motion platform. During the interactive driving experience, the “MINI drivers” were filmed; these films were integrated live into the VJ installation on the oversized LED wall in the centre of the exhibition stand. (Text: Triad Berlin)

Year 2007 and 2008
Client BMW AG
Agency Triad Berlin
Contribution Concept,creative direction, project and production management
Team Robin Carpenter, Ingo Leuschner, Cornelia Geppert, Anne Butschek and others
Images © | © Claudia Schleyer | with friendly permission from Triad Berlin