MINI has just announced a partnership with Vhils Studio, Iminente and Plataforma Underdogs, as a way to assume a more active voice in the urban culture scene.
At an event that took place at Panorâmico de Monsanto, right in the heart of Lisbon, the BMW Group brand also took the opportunity to present the renewed range of models, which is already available in Portugal.
MINI's partnership with these three cultural entities will last for one year, with the possibility of extension.
What does it consist of?
MINI, itself with a very urban nature, has teamed up with Vhils Studio, Iminente and Underdogs to create common projects that contribute to the improvement of life in cities, always through art.
The aim is to underscore (even more) the connection of the British brand to urban culture and reinforce the disruptive character that has accompanied it over the past few years, at the same time that it “gives a voice to the artistic sector”.
The first result of this partnership is a film — which will be “shown” on the social networks of the brands involved — which shows that these four entities share values such as tolerance, equality, solidarity and inclusion.
However, the next steps are already well outlined. The next one is in September, at the Festival Iminente (which will have the support of MINI), which for the first time will feature a drive-in cinema. The program is being “designed” in partnership with the artist Vhils.
For Pedro Faria, MINI Brand Manager in Portugal, this partnership, which is part of the international MINI Voices project, perfectly combines with the brand's urban spirit, which wanted to take a more active attitude in the process of transforming cities.
Pedro Faria, MINI Brand Manager in PortugalWe are very pleased with the partnership with these three cultural entities, recognized nationally and internationally, both for their talent and for their innovation. Being able to share experiences, learn about other perspectives and collaborate on various projects will allow the brand to assume an active voice in the celebration of urban culture, as a movement for the progressive transformation of cities. Certainly a great asset for MINI.
On the other hand, Romain Trevisan, CEO of Vhils Studio, Iminente and Underdogs explains that the goal is “to develop together with MINI artistic projects that can definitively contribute to the enrichment of urban artistic fabrics and to the improvement of life in cities” .
Renewed range helped to “paint” the event
After presenting this partnership, always with the colorful walls of the Panoramic of Monsanto as a backdrop, MINI also took the opportunity to show the new MINI Electric, MINI 3 and 5 doors, MINI Convertible and even the most powerful MINI John Cooper Woorks.
All these models are now available for sale in our country.
