Mini wanted to celebrate the release of their new Cooper and Countryman range by having a series of launch parties for their consumers and retailers.

A core requirement of these events was to highlight the company’s commitment to the environment and to our future generations by showcasing their electric models, as well other new and exciting technology.

The theming for the event had to incorporate the newly introduced Mini guidelines, whilst also reflecting the journey the brand have been on since it first launched in the late 60s.

Several concepts were developed, before a final route was picked and rolled-out across various on and offline channels. This also included the dressing of the Shoreditch Electric Light Station for the main car launch and after event party.