MINI
A showroom turned into the reason to go electric.
A window display and livery for MINI Electric at the Park Lane showroom. The charging cable became the idea, drawn as a winding road across the glass, carrying the case for going electric to everyone who walked or drove past.
The brief
Make the showroom windows sell electric.
The Park Lane windows are prime space, seen by heavy passing trade on foot and in traffic. The job was to use that glass to make a clear, confident case for MINI Electric, eye-catching from across the road and still legible to someone standing right in front of it.
The idea
Unplug your adventure.
Going electric means unplugging and heading off, so the charging cable became the hero of the display. Drawn as a bright winding line, part cable and part open road, it threaded across the windows and led the eye to a glowing plug. The reasons to switch, the range, the test drive, the congestion charge, sat along the route like signs on the way out of town.
The livery
One cable, drawn across the whole frontage.
The panels alternated between the message and the line, connected by the cable so the run read as one continuous idea rather than a set of separate posters. Message, then headline, then message again, all the way along the windows.
On the glass
The display, window by window.
Each window carried a panel, with the cable continuing across the gaps so the whole frontage worked as one piece, applied as printed film over the glass.
Finding the route
Adventure, electric, and the line that won.
The exploration ran down two tracks, open country and mountains for the adventure side, and the charging cable for the electric side. The cable won because it carried both at once, a road and a plug in a single mark.
The outcome
A window that did the job of a campaign.
The frontage gave MINI Electric a confident, single-minded presence at one of London’s busiest showrooms. One idea, one line and one continuous cable turned passing glances into the three reasons to go electric, and the glass into the start of the pitch.
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