MINI - Park Lane Project
It took lateral thinking to capitalise on a structural issue. Consequently it allowed us to transform the display space and create an iconic Central London showroom. Perfect for the MINI brand.
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.
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.
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).