MINI Paris (2006)

For the world premiere of the new MINI Cooper and the new MINI Cooper S at the Salon Mondiale de l’Automobile in Paris, four interactive installations were created. Each of the installations presents a different aspect of the new MINI model.

The Salon's visitors playfully explore the agility, safety, motorization and variety of looks and accessories. To do this, a physical model of the MINI is moved across a 65’’ interactive screen. The visitors navigate through theme related game situations and experiences. To learn more about the safety, the user steers his MINI l through a virtual auto scooter ride. Skilfully, he evades aggressive persecutors or steers his MINI on its own virtual course of collision. This way, he gathers information on the new MINIs’ safety features in animations, texts and film sequences.

While driving along a virtual racetrack, the visitor explores the new MINI models’ agility. When he moves the car into a pit stop, he prompts detailed accounts on the road performance advantages and their technical bases.

The installation that deals with the new MINI’s motorization explains the interrelation of better performance, less fuel consumption and fewer emissions, compared to the old motor. In real time, they are “illuminated” on a virtual model of the engine by the physical model’s headlights.

The fourth station allows the visitors to go on an explorative flight through twelve different optic universes of the new MINI.

In 2006, the Auto Salon in Paris took place from 30 September to 15 October. It belongs to the best visited vehicle trade shows in the world and has exceptionally high media attention.

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