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MINI Press Event Beijing

With no LED wall present and the wish to communicate what MINI stands for,

we came up with the unconventional and talk of the town idea: a tear-down XXl poster wall.

A fun and dynamic press reveal that impressed both MINI internally, the Chinese audience and press members.

As creative director responsible for press event concept – “Living LED Wall” including: basic concept set design, casting,

choreography & styling.

In creation I worked closely together with Rob de Vries with support of the whole production team and several external experts.

Project for De Vries + partners GmbH

Music Erwin Steijlen

Pictures by Paul Ridderhof.