MINI'S 50TH ANNIVERSARY - FUSION MINI
As part of its creative approach to marketing in the Middle East, MINI has tied up with Dubai based gallery, Art Sawa and Lebanese artist, Zena Assi. The result is a unique piece-of-art to celebrate MINI’s 50th birthday and the launch of the MINI Cabrio in the Middle East.
Using the MINI Cabrio as a blank canvas, the work results into a 'Fusion Mini' translating the new MINI’s design and approach in parallel with its culture, history and tradition. The checkered bonnet and rear is a “Clin d’oeil”, a reference to MINI’s motorsport and winning heritage.
The visuals and graphics are directly taken from an existing painting on canvas, altered and redesigned to adapt the volume, shape and character of the car.