MINI Lifestyle

A live project with MINI Lifestyle whilst studying Fashion Communication and Promotion at NTU. This project report offered a theoretical brand expansion that would re-position MINI Lifestyle in the UK market. These future recommendations aimed to move the associations away from the motor cars and redefining MINI Lifestyle within its own right. Recommendations included a design overhaul, creating a more modern and cool aesthetic, a marketing and branding strategy to tell the new brands story and building a flagship store with two floors, acting as both shop and event space for where consumers can engage in the MINI Lifestyle brand through multi sensory experiences.