Press Release 9th September 2013 Subject: Mini are extending the Mini folding Bike range to create ‘The Urban Series’, launching as an emotive and sensory pop-up store. •
Capturing an essence of traditional British culture
•
An emotionally connected pop-up store demonstrates peoples niche bike journeys
•
Personification each folding bike through narratives and visual merchandising
•
Extended bike accessories
When: The pop-up store will be launched on Vogue Fashion Night Out Sep9th 2014 Where: Where else than the traditionally English Carnaby Street London Why: The increase awareness of the Lifestyle range
Who: At the launch event BMX riders will perform stunts on the existing and future Mini folding bikes, and indie bands will perform. The viral video will also be shown on big screens. The new range aims to capture the niche-ness of the folding bike, and create a sense of urban adventure and discovery. In essence the brand is revisiting is classic nature that appears to have been lost through its contemporary edge of today to make the range more credible. Mini’s success today lies in the functionalising and quality of products, allowing them to appeal to a mass market modern day culture. We want to evolve to also cater for a niche, using British heritage, narratives, quality and nostalgia in its essence to attract an urban commuter. The linking of style and function will be key to success, benefiting from a reputation of quality products and being recognised by tribes and style icons. The range holds a British theme, to appeal to the direct consumer of Mini by re-engaging them with the brands strong history and heritage, with quality also attracting cycling enthusiasts. The stores itself will collaborate with Urbanspace Interiors in order to create an emotion engaging and sensory experience that captures some of the retro and traditionally English appeal of a bygone era. The personification of each bike will be demonstrated through narratives provided by consumers themselves, to demonstrate that each person, and therefore each bike has its own story and own experience. These niche experiences capture a sense of escapism, adding connectivity to the folding bike to deliver a priceless value. Paul at SMX media stresses the importance of this launch ‘‘Mini’s history has seen the model rise from a racing car variation on Mini origins, to being one of the most iconic vehicles of the 1960s. Since effectively re-launching the brand from the classic icon of the 20th century into the 21st version, over 1,000,000 “new” Minis have been produced. However
we don’t just want to show Mini as car brand, but as lifestyle. The ‘Mini-ness’ of Mini demonstrates compatibility, and the folding bike is iconic, convent and relevant to new consumer culture.’’ Mini will also: • Video the event to share via social media • Release an interactive Invitation to tell people about the event and emotionally engage them • The video will also go viral • The collaboration with Ubranspace interiors will utilise design space and create a sensory and compelling experience
For further information, please contact Hannah Hussain UK Tel: 020 788 827
07756698136
Facebook: www.facebook.com/minicooperbike Twitter: https://twitter.com/cooperminibike E-mail: UrbanSeries-Mini@gmail.co.uk
The advantages? Exercise, no parking problems, gas prices, it's fun and easy. An automobile is expensive in central london. You have to find a place to park and it's not fun. So why not ride a bicycle? I recommend it.
METRO
FAMILY Mini by puma alwyn
Mini rooftop pilot trolley
pop art style shopping bag
one size
38 39 40 41 42 43 44 45 46
one colour
44.5cm x 43.5cm x 25.5cm Article number 80 23 2 296 401
Article number 80 22 2 318 633
Article number 80 22 2 318 614
Store Visual Merchandising
The Metro
I ride because it allows me to take out my aggression and anger. I ride because it stabilizes my life and creates balance. I ride because going downhill at 40mph makes me feel wild and free. I ride because it allows me to play with the boys. I ride because I can go alone. I ride because even though I have ridden the route a 1000 times, I never know what is around the next bend in a city like this.
CITY
FAMILY Men’s sound jacket
MIni holdall bag
STREET T-SHIRTS
one size S M L
XL
XXL
Article number 80 12 2 294 661
S M L
XL
one colour
XXL
Article number 80 14 2 208 853
Article number 80 22 2 296 413
Store Visual Merchandising
CITY BIKE
I am the light of the world. Whoever follows me, will never walk in darkness, but will have the light of life. I see everything.
skyscraper
FAMILY Shout wallet organizer
one size
one colour
Mini ipad sleeve
one size
T-shirts mini challenge
one colour XS S M L XL
Article number 80 21 2 183 870
Article number 80 28 2 321 334
Article number 80 14 2 154 245
Store Visual Merchandising Store Visual Merchandising
Skyscraper
With the heaps of overly specialized gear :gloves, shoes, and biking jerseys — most cyclists realize that every day on the road is Halloween. Plain and simple, it's wearing a costume each time out of the gate. We're neon signs, stylistically impaired wonders blinding pedestrians and fooling small children into thinking that the circus has come back to town.
Traditionalist
FAMILY Ladies’ music blouse
Mens’ trend coat
Sun glasses john
ONE SIZE
XS S M L XL
ONE COLOUR
S M L XL XXL Article number 80 12 2 294 691
Article number 80 12 2 208 847
Article number 80 25 2 218 776
Store Visual Merchandising
The Traditionalist
The open road is a beckoning, a strangeness, a place where a man can lose himself. Or find himself.
Off Roader
FAMILY Racing academy cap
one size
Ladies' Speed Rock Polo
Jcw Thermos bottles
one size
one colour
one colour
XS S M L XL Article number 80 16 2 294 788
Article number 80 14 2 179 230
Article number 80 23 2 220 829
Store Visual Merchandising
off roader
am on a journey... with my work, my explorations, and a few sad stories. I travel with a suitcase full of outrageous blessings. I am on a quest for truth, beauty and quiet joy. I’m an artist, a writer, an explorer.
FAMILY Unisex union jack sneakers
i love mini tee
Unisex sound lapper hat
one size S M L
XL
XXL
one colour
36 37 38 39 40 41 42 43 44
Article number 80 14 0 446 076
Article number 80 23 2 208 923
Article number 80 16 2 294 712
STORE VISUAL MERCHANDISING
DISCOVERY
Product Fact Sheets
METRO Series
TRADITIONALIST series
Mini by puma alwyn
€120
Ladies’ music blouse
Article number 80 23 2 296 401 The first pair of driver’s shoes that also goes with a suit. This model is incredibly trendy. Why is that? Here’s why: chequered inner tongue, MINI bulldog stud, Union Jack details on the sole and a rounded heel for extra driving comfort. And then there’s always the Puma Formstripe on the side. Outer material: Leather. Lining material: Synthetics. Lini
Mini rooftop pilot trolley
€179
Article number 80 22 2 318 633 Lightweight travel companion for business and leisure. Retractable telescopic handle and sturdy carry handle. Two easy-glide wheels with a MINI wheel design. Various interior compartments for clothes, documents, mobile phone, and pens. Separate laptop sleeve. Reinforced corners for stability and durability. Integrated TSA lock. Delivered with a protective transport cover and De nametag. Dimensions: 44.5cm x 43.5cm x 25.5cm.
pop art style shopping bag
€7.95
Article number 80 22 2 318 614 Perfect for every shopping trip. Bag made from durable fabric, with sturdy carry handles and a Velcro fastening. Dimensions: 44.5cm x 35cm x 17cm. Material: Polypropylene, Polyester.
€69
Article number 80 12 2 294 691 Trendy, chic and city-proof. This tailored blouse is made of blue chambray fabric and features a wealth of charming details such as white poplin lining for the cuffs and collar, discreet ‘MINI since 1959’ badge on the top left, ‘Sound of MINI’ wordmark on the collar lining and accents in Lime Punch. Material: 100% Cotton.
Mens’ trend coat
€149
Article number 80 12 2 208 847 You are multi-talented and have the same expectations from your constant companion. This trench coat provides excellent functionality in any kind of weather, and will play out its strengths 24/7. Its pleasant length and Union Jack lining will fit in seamlessly with your style. A perfect piece not just for a sporty, elegant business look, but also for undercover action at night. All buttons have a un glossy finish and lasered logo. 53% cotton, 34% polyester, 13% nylon.
sun glasses
€98
Article number 80 25 2 218 776 Colour: Black How about a change of perspective? Look at things in a new way, with these trendy sunglasses evoking the style and spirit of the 1930s and 40s. The laidback retro design is complemented by MINI wing logos on both temples and a colourful Union Jack print on the inside. Grey-tinted lenses provide reliable sun protection for your eyes. 100% UVA/UVB protection. 100% acetate. Lenses: Grey | UV Frame: Black
CITY Series
DISCOVERY series Men’s sound jacket €169 Article number 80 12 2 294 661 The city is yours to conquer. Make a classic ci fashion statement with the Sound Jacket. Its laidback design with accents in Lime Punch, a driver-friendly sleeve design, and Glam Jack lining simply rocks. Handy pockets provide plenty of space for your bits and pieces, and the detachable hood will protect you from everything that comes from above. And the mix ev of nylon, cotton, and polyester ensures perfect comfort.
Street t-shirts
€17
Article number 80 14 2 208 853 This T-shirt has a modern retro design and a sporty tailored fit. With red “Beat the Street” plastisol print at the front. 100% cotton.
i love mini tee
€24
Article number 80 14 0 446 076 Roundneck T-shirt with "I love MINI" print at the front. Tailored fit. 97% cotton, 3%Lycra® White
Unisex union jack sneakers
Article number 80 23 2 208 923 These sporty sneakers have a retro design and The various Union Jack elements. The outer is fashioned from water-repellent navy canvas fabric and leatherette. An eye-catcher whether you are at a festival or out on the town.
Unisex sound lapper hat MIni holdall bag
€120
Article number 80 22 2 296 413 A versatile v bag for all kinds of situations. Large main compartment with padded laptop section two-way zip. Carry strap with seat-belt design. Other features: see Shoulder Bag. Dimensions: 42cm x 43cm x 6cm. Material: 100% Grainy PU leather.
€47
€39
Article number 80 16 2 294 712 This will keep your ears warm and make a great k accessory in the winter - or in a club. This stylish hat has fur-fabric side flaps for warmth and a ‘Sound since 1959’ motto in Lime Punch along with a MINI badge. With rip closure to weather even the stormiest party nights. Exterior: 100% Nylon. Material: Interior: 100% Fur Fabric; Exterior: 100% Nylon. Ex
OFF ROADER Series
SKYSCRAPER series
Racing academy cap
€19
Shout wallet organizer
Article number 80 16 2 294 788 A cool cap for your cool style. Peak with red co underside, embroidered 37 at the front, embroidered ‘John Cooper Works Racing Academy’ on the right, embroidered ‘John Cooper Works’ wordmark on the left and embroidered ‘Extreme Racing’ wordmark at the back. Material: 100% Cotton.
Ladies' Speed Rock Polo
€25
Article number 80 14 2 179 230 Made from quality cotton fabric with a marled look and especially soft carbon finish for excellent comfort. Distressed "MINI ROCKS" print on the back and MINI wordmark print at chest level. Red racing stripes on the collar underside. 100% cottoN
Jcw Thermos bottles
€24.90
Article number 80 23 2 220 829 Whether you’re on the track or watching from Wheth the sidelines, this thermos bottle’s rubberised surface offers enough grip for precise control even in fast bends. It has a fold-out carry handle and two screw-on cups. Printed John Cooper Works logo on the bottle, MINI wing logo print on one of the cups, and racing around the rims. Material: stainless steel, stripes a plastic and rubber surface treatment. Capacity: 1 Liter.
€75
Article number 80 21 2 183 870 Historic MINI Rally Monte Carlo motif on the front. Numerous compartMen's for credit cards and notes. Separate coin section with zip closure. Dimensions: 11 cm x 19 cm. Outer fabric: PVC. Interior: 100% leather.
mini ipad sleeve
€39.90
Article number 80 28 2 321 334 Colour: Checkered, Innenfutter Rot MINI’s personal accident cover for your tablet MINI computer: this handsome sleeve for second and third-generation iPads is lined with red velour and can be closed with a zip. Material: PU leather.
T-shirts mini challenge
€16.90
Article number 80 14 2 154 245 Sporty shirt with red racing stripes on the right sleeve, MINI Challenge logo on the back, and contrasting green seams. 97% cotton, 3% elastane.