Wednesday 14th December 2005

The first MINI LOUNGE opened in Madrid, Spain. The bar, restaurant, and nightclub was located at Paseo de la Castellana, 123, Madrid. The opening of the MINI LOUNGE in Madrid was yet another innovative MINI marketing mile stone. A Spanish MINI dealer was ready to convert this idea into the very first lounge in Madrid. Based on his business plan, BMW AG/MINI Brand Management Munich offered him a license agreement. The MINI communicators are
thus once again walking unconventional ways of approaching target groups, and they appear where an encounter with the brand is least expected. It is part of the MINI LOUNGE strategy to showcase neither MINI cars nor any of its accessories. Solely the lounge’s chic and cosmopolitan atmosphere conveys
the brand’s image. The architecture throughout the lounge also reflected the special touch of MINI using the recognizable MINI design, as well as the
typical MINI color black as sources of inspiration. The Italian cooperation partner Bisazza added further visual stimuli through the use of spectacular
mosaics.