What would the MINI brand look like in a mixed-reality world? This intriguing question was at the heart of the MINI team’s mission as they developed an immersive experience that fuses the thrill of real driving with cutting-edge Virtual Reality (VR) technology.
Welcome to a Big Love Journey
Buckle your seatbelt. Put on your VR headset. Start the electric engine and accelerate into a shining city of flying gardens, pulsating paintballs and soft-spiraling race tracks. This is a Big Love Journey—a thrilling, gamified adventure that guides drivers through the colorful and dynamic story of MINI’s past, present and future. Behind the wheel of a real MINI, users navigate a mixed-reality world that blurs the lines between the physical and the virtual.
“MINI cars spark magnetic love, and our design team has crafted a mixed-reality driving experience that truly encapsulates this love story. The result? An immersive and gamified world that perfectly reflects the charm and spirit of MINI’s iconic brand.”
Huei Peng Lee, Creative Director for Interaction Design
Defining the Look and Feel
Designworks partnered with MINI to create this vivid realm where the brand’s unique character comes to life. Our creative team developed the project’s visual identity and narrative framework. In this way, we set the direction for the programmers, engineers and other specialists who brought this imaginative world to life. The result is a phygital adventure that perfectly encapsulates the essence of the MINI brand, offering a fresh take on its iconic look and feel.
“Our MINI mixed-reality project is a bold and colorful MINI adventure in a phygital world – and it is also an immersive experience that takes drivers through the minds of our designers as they crafted the future of the New MINI Family.”
Maike Roth, Project Lead at MINI
Enthusiasm, Excitement, and Playful Spirit
MINI cars are more than just vehicles: They inspire enthusiasm, excitement and playful spirit. These traits are woven into every aspect of the journey, as users drive the all-electric MINI Aceman through a landscape designed to evoke the emotions that MINI has stirred in its fans for generations.
Let’s Get Phygital
In the MINI mixed-reality world, physical and digital touchpoints seamlessly blend to create a “phygital” experience. Drivers make choices, complete tasks and overcome challenges that dynamically transform their environment—so every journey is unique. This innovative approach allows each driver to interact with MINI in a way that is entirely their own.
Old Stories, New Media and Futuristic UX Design
This gamified go-kart experience is now set to embark on a global road trip, reaching new markets and inviting more drivers into MINI’s mixed-reality world. It’s a powerful demonstration of how new media can reimagine well-known stories through innovative and unexpected methods. And it’s a striking example of how our Designworks teams generate excitement with cutting-edge and captivating UX design for forward-thinking brands like MINI.
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MINI Mixed Reality
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