Mini is more than a car. It is a brand. A strong brand. Our architectural challenge was to transform a Central London showroom creating an iconic space to reinforce their cheeky, fun, stylish brand.
Groundbreaking automotive showroom design
MINI’s flagship Park Lane site included a neighbouring bank building. To use it, we needed to remove the old vault from the basement, which required breaking the floor open.
The huge hole gave us an idea: to make it the showroom’s defining feature. The extra space allowed an increase in the number of display cars from 8 to 13. And with no room for a ramp, we created a modified industrial lift to move vehicles up and down to the basement (costing far less than a standard one).
Bringing the MINI brand to life, we exploited the new layout to create a ‘funky urban nightlife’ theme, including a refreshment bar. The now double-height space was also ideal for a display wall facing Park Lane, with animated MINI racing.
The new ‘club-style’ showroom is a memorable landmark on one of the capital’s most exclusive roads.