MINI unique approach to launch new MINI Cabrio in Dubai

All wraps are now off as the latest addition to the MINI family, the new MINI Cabrio, has been revealed across the GCC. Guests at the launch event were treated to an extraordinary celebration of fashion, art, sport and fun to celebrate the arrival of the new MINI Cabrio and commemorate the brand’s 50 year anniversary.

In line with its ‘Always Open’ motto, the MINI team took a unique and ‘open’ approach to launching the new MINI Cabrio. Based on MINI’s brand philosophy, “Creative Use of Space”, a mundane external environment such as an outdoor car park was turned into a fahionista’s dream with a high street full of exclusive stalls of clothing, music, entertainment, exhibits, MINI merchandise and trendy cafes. Random displays of skate boarding stunts, live music, swiss ball surfing and break dancing enthralled guests and depicted the thrill of MINI’s open air living.

MINI also brought some local flavor to the event with an exhibition of traditional Arabic head dresses on display. Created by Patricia Millns, each piece, called an Agil, was attached to a printed interview depicting the owner’s opinions on the symbolism of traditional Arabic dress.

Commenting on the lame event concept, Natalija Norikova , Marketing Manager, AGMC said: “We wanted to give the new MINI Cabrio an unconventional welcome to the Middle East and create something completely different for MINI enthusiasts. We took an interactive approach and focused on creativity and fun, two things that are fundamental to the MINI brand.”

Popular venues were selected across the Middle East to launch the new MINI Cabrio, creating interest and curiosity among the public that resulted in increased awareness and visibility for the latest MINI Cabrio model. Guests were also invited to test drive the full MINI model range as well as view an art exhibition in the MINI Louvre gallery showing MINI throughout its 50 year history.

Of course the real star of the show was the new MINI Cabrio, a second generation model which is now available from local BMW Group importers across the Middle East. Available in two 1.6 litre model variants the MINI Cooper and the MINI Cooper S offer the very best in driving fun and functionality, boasting the premium standard in performance, looks and versatility.