MINI

At IAA Mobility 2021 in Munich, MINI's commitment to sustainable mobility and inclusivity was showcased, centered around the theme “We’re all different, but pretty good together.” We collaborated with lead agency Jack Morton Worldwide to transform the historic “Sugar Mountain” site—a former concrete factory—into a vibrant cultural landmark, featuring a stunning multi-colored mural on an old tower designed by artist Lakwena Maciver. Together we orchestrated a dynamic day for key opinion leaders, including BMX rider Matthias Dandois, tennis star Carina Witthoeft, and roller skater Neon Keon, all complemented by a live DJ set by Sickit.

Despite not being officially part of the show, MINI’s art tower became a focal point of the event, capturing media and influencer attention and establishing itself as aniconic symbol of IAA Mobility.