A world first Mini Paceman concept store has opened in the heart of Melbourne fashion strip, Chapel Street, breathing life into the brand’s ‘new slant on things’ positioning. The store will feature the wares of six international artists including a bespoke tailor and shoe designer, clothing and accessory creators as well as an architect, alongside the new vehicle.
The store is “truly unique” for the Mini brand, which has largely relied on above the line activities, Gabrielle Byfield, brand communications manager for Mini at BMW Group, said. “This is not just a unique proposition locally for the MINI brand but indeed globally,” Byfield told B&T. “MINI internationally do a lot of fabulous marketing executions that are ‘first in market’ however nothing like this so it is fair to say on this occasion with this style of activation we are first in market.”
The project brought together Mini’s advertising and media agencies, Ogilvy and Vizeum, as well as designers from Edwards Moore who created the retail space. The store is not only a new slant on an automotive launch but also on retail, with all the featured collaborators chosen for their unique slant on their crafts. “It is these collaborators/designers that our key target audience seek out and purchase their items to allow them to ‘stand out’ from the crowd and be ahead of the global trends,” Byfield said.
The store has been designed to position the Paceman as a “true style icon” for men aged between 34 and 45, who are the trend setters of their friendship group, Byfield explained.
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