The re-launch promises extraordinary stories about interesting people and exciting places. The main focus will be on the MINI Community, with presentations of MINI enthusiasts and their cars. Winners of contests within the community will also be featured in the magazine. MINI employees will have a voice, too: In the “MINI Master” column, they share what they love about their job. To keep things authentic, the magazine will not use models or excessive retouching and artificial lighting for its car photography. Cars will be presented as an authentic part of the protagonists’ world. A further thematic focus will be on urban trends. The idea is not just to cover these trends – but for MINI to play a part in shaping them.
The MINI feeling is also reflected in the magazine’s new design, with a new cover, trendy typeface, bright colours and an authentic and engaging visual language inside the magazine to round off the concept. Ralf Schepull, head of MINI Brand Communications, commented on the launch of the new magazine: “The MINI International magazine is unique and contemporary, and includes fans, customers and the MINI models equally. With its contemporary new look, illustrations and unusual design elements, The MINI International is thoroughly modern and reflects the MINI brand perfectly.”
In the first edition, artists Bompas & Parr take a drive through the London district and gastronomic hotspot of Bermondsey in a brand new MINI Cooper S Paceman. The two Bermondsey boys, who made a name for themselves as “food architects” with their artistic jelly creations, accompany the reader through the gourmet enclave of Maltby Street. On a Californian road-trip from Silver Lake in Los Angeles to Palm Springs, with husband-and-wife designer team Rose Apodaca and Andy Griffith behind the wheel, the MINI Countryman undergoes an impressive transformation from stylish city car to agile crossover for desert driving. The final report comes from Le Castellet, where 30,000 MINI enthusiasts gathered for the largest MINI United international MINI fan festival so far. The column “THE DASH” presents 35 exciting lifestyle products. The category “DRIVE-BY” features intriguing architectural buildings found along the side of the road, such as the petrol station designed by Arne Jacobsen in Denmark.
The new concept behind The MINI International was developed in collaboration with MINI’s new publishing partner. After eleven years, responsibility for the magazine has now been transferred to renowned media entrepreneur Tyler Brûlé and his full service global design agency, Winkreative.
About The MINI International
The MINI International has been published every year since 2001 in March and September and is geared towards MINI customers worldwide. It is available in eight languages with a print run of 420,000 copies in 85 markets currently. The print magazine is complemented by an iPad app in English, which can be downloaded from iTunes free of charge. It features the top ten stories from the magazine enhanced by short film sequences, game modules and interesting background information.