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The creative use of space has always been part of MINI’s DNA. Bringing this key principle beyond the automotive, we launched MINI EXTRAODDINARY – an exploratory trail that transformed odd spaces into art installations and experiential activities around a neighbourhood.

Known for the formidable speed, responsive steering and iconic design of its cars, MINI wanted to extend its sphere beyond the automotive in a meaningful way. With this in mind, we launched MINI EXTRAODDINARY – an exploratory trail inspired by the brand’s key principle of the creative use o space. Taking over a neighbourhood, we transformed its odd nooks and crannies into a series of 19 art installations, experiential activities and spaces that brought the community closer.

Taking the ‘creative use of space’ further, we created an identity made up of not just one, but an array of modular and adaptable logotypes designed to fit all sorts of irregular layouts. Each logo carried a fluid typography, created specially to mach its given space.

On the ground, event posters made use of odd spaces – around the base of pillars, over the side of walls, and along the edges of buildings – taking on their particular shapes.

Directional signs were also designed around existing structures and features on the road – snaking along drainage covers, leading up staircases and blending with tactile pavings along sidewalks.

On Instagram Stories, we carried on the conversation – by showcasing pictures of odd spaces around the neighbourhood, and invited netizens to show us how they would transform these underutilised areas using the colouring tool, stickers, GIFs and more!