BMW MINI | MINI Cooper S Launch in China

Mediatecture, Media Concept & Motion Design

Summary
The Cooper S is MINI's performance flagship. It has the same form factor as the MINI Cooper but is equipped with a performance boosting engine. Luxoom created a bold and powerful show with the Cooper S engine as its center, surprising the guests at every step and leading them through a Cooper S experience and directly onto the race track where they were invited to experience the MINI Cooper S power for themselves. 

We supported Avantgarde Shanghai with design and technical planning of the show, media concept and production including motion effects, 3D and sound design.

The Briefing
Deliver a MINI Cooper S experience to top car media involving a British-crazed show concept set in a race pit, featuring the roaring engine of the MINI Cooper S and enabling direct access to the test drive.

The Challenge
Narrow racing pits, low budget and high expectations. The Chinese automotive press had to be impressed with a 'never seen before' show, specifically created for them.

The Solution
The combination of 16 screens, 4 video sources and a great deal of sound planning led to a versatile mediatecture, that integrated the Cooper S engine and allowed the audience to walk through the setup and directly onto the race track after the show.