FUSION MINI
By ZENA ASSI
Year 2009
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.
