MINI Press Event Beijing

With no LED wall present and the wish to communicate what MINI stands for,
we came up with the unconventional and talk of the town idea: a tear-down XXl poster wall.
A fun and dynamic press reveal that impressed both MINI internally, the Chinese audience and press members.
As creative director responsible for press event concept – “Living LED Wall” including: basic concept set design, casting,
choreography & styling.
In creation I worked closely together with Rob de Vries with support of the whole production team and several external experts.
Project for De Vries + partners GmbH
Music Erwin Steijlen
Pictures by Paul Ridderhof.