Collaboration with Meiré Und Meiré.

“BEYOND NATIVE” is the third in a series of limited-run MINI FASHION Capsule Collections. Featuring unique fashion items for urban travellers who feel at home in the cities around the world, the collection epitomises the MINI brand’s open and optimistic mindset. Five up-and-coming international designers are highlighting the creative contrasts between cultural origins and adopted homelands. The collection was first introduced at Pitti Uomo 92 in Florence, Italy (13 – 16 June, 2017).

The strategic set-up for “BEYOND NATIVE“ was developed by Meiré und Meiré and included the concept, naming and visual identity of the collection. It was followed by a bundle of communication components to accompany the launch: from the conception and supervision of the designers shooting to the design of a leaflet, out-of-home video advertising, a photo booth at the fair stand and more.

Role | Design & Art Direction