Strada Shape Future of Brand Experience With BMW MINI High Tech Marketing Campaign

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Strada create interactive car showroom of the future and state-of-the-art pop-up street driving experience for BMW MINI.

Strada’s BMW MINI entertainment concept updates the conventional automotive showroom, bringing customers into an environment more like a high tech theme park...

Strada, experts in high tech branded entertainment design, have delivered a new BMW MINI brand experience in South Korea.

The Strada team has taken the definition of conventional auto marketing campaign to the next level with their work on the design of the MINI brand space for Asia’s first BMW Driving Center and in addition the launch campaign to unveil the new MINI F56.

BMW Driving Center: BMW MINI Brand Experience:

In August, 2014, BMW AG opened its first Driving Center in Asia to the public. Located in Incheon, South Korea, the investment totals 75.5 million US Dollars to 2020. Strada is proud to be a part of this exciting journey and create the BMW MINI brand experience space.

Strada’s BMW MINI entertainment concept updates the conventional automotive showroom, bringing customers into an environment more like a high tech theme park or hybrid family entertainment center.

Existing car dealerships or brand experience centers may use new media tools to create digital catalogues or video displays. However, drawing on their deep understanding of the latest technology, Strada have pushed the boundaries of brand experience design to create an interactive environment where people can play with elements of the unique MINI brand.    

The MINI Live Experience is designed with large format Augmented Reality, Kinect motion engine, 220inch multi touch, motion detection sensor and other proprietary engineering solutions developed by the Strada R&D team. These engineering advances allow the MINI Live Wall to detect the user’s location and showcase different types of animations and interactions.

One of the key ideas is to create an integrated augmented reality space where users are able to see products, animation and themselves at the same time. The family entertainment mode supports large format AR entertainment, photo shooting, email and SNS integration for users allowing visitors to share the content they create with friends or post to an interactive public gallery.

Unlike conventional interactive works, the BMW MINI live platform can be easily updated and reused without significant content update costs.

See video here:

BMW MINI F56 - ‘Not Normal’ Unveiling:

‘Not Normal’ has been a marketing slogan for MINI for several years and BMW Mini Korea wanted to showcase its new MINI in totally different way.

Strada was commissioned by BMW MINI to unveil the new BMW MINI F56 with a game changing interactive entertainment design. Strada’s strategy was created to convey the excitement of driving the new MINI rather delivering a conventional racing model photo session.

The platform was inspired by an F1 paddock, equipped with a 400inch LED, motion accelerator panel, motorized shutters and other Strada technical innovations.

Strada engineered the paddock architecture with an interactive LED display and mechanical kiosk to simulate the excitement of cooper S driving. The Strada team filmed 18 driving movies and special 3D effects to create the excitement of the New MINI driving experience. Users are able to simulate actual driving sequences by choosing different modes on the kiosk and pressing the accelerator to cruise 18 different locations, resulting in 3 different results based on the individual’s driving style. At the end of experience, drivers can send their results to friends.

Unlike a conventional disposable event design, the MINI Paddock is an integrated new media platform that supports MINI BTL marketing activities in several locations. Without major infrastructural reinvestment, the MINI Paddock is designed to be easily updated for new product updates and to be a showcase for museums, pop up stores and dealer promotion.

See video here:

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