From Febuary 21 to 24, 2025, a special fleet of MINI Cooper was deployed across central London as part of Highsnobiety’s NOT IN LONDON fashion week. I worked on the concept pitch during my internship at BMW Designworks, where my direction was selected after 3 rounds of client review. My focus was deciding how the car should communicate once it entered a fashion context, rather than behaving like traditional automotive advertising.

Date

December 2024

Role

Graphic Design / Identity / Production

Insight

Attitude to be read before information.

In fashion environments, people react to tone before they process details.
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MINI was already required to wear a special exterior coat, the opportunity wasn’t to decorate the car, but to decide how that surface should communicate. I saw this as a chance to push against automotive language and adopt an editorial fashion approach instead.

Idea

A magazine with a fashion headline.

The brief asked for “Always Open” to communicate the MINI Cooper Convertible’s feature. I treated the phrase as an editorial topic which meant to be read and interpreted rather than clarified.

Using bold and unisex typography inspired by fashion magazines, I adopted the form similar to headline and it invited audiences to define what “open” meant for themselves.

I borrowed rhythm from fashion layouts, fragmenting “Always Open” across contrasting black and white panels. This approach later reused in other several brand collaboration projects by MINI.