MINI LIVING by BMW Group
The little brother of BMW likes to go big, or at least in terms of marketing
For MINI Living, the former lifestyle division of MINI, King George created an influencer launch event in Belgium. We brought influencers together at a matching location for an inspiring programme of talks, followed by a dinner. King George developed the event concept and experience from start to finish, resulting in an intimate event designed to generate both engagement and social media content.
Under this concept, MINI delves into smaller living and everything that comes with it. Their request: Find a suitable event concept to showcase the international format of their concept to the press and influencers. King George’s knights and noblewomen organized a trend event at an original location in Brussels. There, four installations were set up to provide depth to MINI Living throughout the recent years.
In addition to the installations, catering was provided, and an interesting customized lecture program tailored to MINI Living was on the menu. Oke Hauser, the mastermind behind the concept, even traveled to Brussels to speak to the press and conduct interviews.
