MINI Catwalk
Back to Projects list- Location
- IAA, 6900 Frankfurt am Main, Germany
- Year
- 2007
- Team
- Bernhard Franken, Frank Brammer, David Berens, Steffi Lombardi
- Partner
- Meiré und Meiré
- Size
- 1.200 m²
“The ever-same scenes of the catwalk shows transcend the message of a current fashion trend and make it a mythical statement on the immortality of fashion. The appearance of the current collection becomes a kind of mass.”
Harald Gründl, "The Death of Fashion. The Passage Rite of Fashion in the Show Window", 2007
The trade show appearance was the focus of the world premiere of the MINI Clubman. We realized a seminal marque presentation oriented on art, fashion and clubbing. The building cube was the same length as the premiering vehicle and communicated a reference to fashion with its textile materiality both on the inside and outside. An excessive (in terms of perspective) presentation area was created in the interior, with the “MINI Clubman Catwalk” as a quote from the world of fashion as the central element.