As part of its unique 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 recent launch of the MINI Cabrio in the Middle East.
Using the MINI Cabrio as a blank canvas and effectively answering the brief with her signature style, Zena Assi chose a bright, vibrant red for the background of the piece, representing the ‘new’ MINI’s trendy, modern and sophisticated look. In the forefront a crowd of people embrace MINI’s heritage, history and tradition. And the checkered bonnet and rear is a “Clin d’oeil” or cheeky reference to MINI’s motorsport and winning heritage.