MINI

The Challenge

Create a standout brand experience for MINI at the Riyadh Speed Festival as part of Riyadh Season, engaging a younger audience while celebrating the brand’s heritage and contemporary lifestyle positioning.

Located beside the live demo arena, the activation needed to attract visitors throughout the day, encourage participation and social sharing, and create meaningful connections with both existing enthusiasts and new audiences.

The Concept

The concept centered on the idea of duality and celebrating both the iconic spirit of the 1960s MINI and the modern lifestyle brand it has become today.

Designed as a two-tier experience, the ground floor combined physical and digital storytelling through themed environments, racing simulators, leather branding activations, interactive installations, and a central storytelling hub. At either end, pit-lane-inspired displays showcased historic and contemporary John Cooper Works race cars, celebrating MINI’s motorsport heritage.

Community was a key part of the experience. In collaboration with the local MINI social community, six owner vehicles were showcased daily in front of the activation, creating a celebration of the brand’s passionate fan base.

The first floor offered a hospitality experience with food and beverage, live DJs, and elevated views across the festival and track action. By day and night, it became a vibrant social destination where automotive culture, entertainment, and community came together.

The result was a highly engaging and shareable brand experience that connected MINI’s heritage, performance, and lifestyle credentials into a destination designed for a new generation of fans.