Updated with Photos: MINI is more than a car. MINI is a lifestyle. As of December 14th, 2005 MINI fans will be able to experience this exciting lifestyle in the capital of Spain. It is in this vibrant city that the worldwide first MINI LOUNGE opens its doors on Paseo de la Castellana, 123. Bar, restaurant and nightclub are all housed under the same roof: between 8am and 4am, guests can enjoy a wide range of gastronomic specialties – varying during the course of the day. The lounge thus creates an entirely new platform for enjoying and experiencing the MINI brand.
The concept
The opening of the MINI LOUNGE in Madrid is 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 reflects 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.
(Muchos Gracias a Carlos para las fotos)
MINI Press
Madrid……great art, great food, great mass transit……a non smokers nitemare!
How soon before we see MINI Resturante home of the MINI Burger? Fight inflation, make mine a MINI.
Er, what? Seldom have so many words said so little.
So, if they’re not showcasing the car, what are they showcasing? How does MINI fit in here at all?
Hey, MINI, here’s a “business proposal” for ya: give me a car and a gas card. I’ll drive the wheels off this thing. I’ll smile, wave, and happily allow SUVs to merge into heavy traffic in front of me. I’ll get the MINI logo tattooed on my ass (“M-I on one cheek, and, sure enough, N-I on the other!”) and spread goodwill from one coast of this blessed country of ours to the other. And it’ll cost you a helluva lot less than some swanky hole in the wall that does nothing to further the image of the laid back, rarely-shaved, always-open “Let’s Motor” motorer that you’ve worked so hard to cultivate (in the US, anyway).
Uhm, right. So, where was I? Ah, off to refill my drink. 😉
bada bing…
Well said Blalor.
MINI is a “lifestyle”??? Imagine saying this to someone in person!
I guess if you live through your choice of car, then MINI is a good choice, but yeesh..
It’s money, baby! Money!
Definately one of those ideas that is either blindingly brilliant… Or incredibly stupid… I’m just not sure which yet…
So where’s the Chevy Cobalt Lounge, and what’s it like?
WOW….and your were put off by my comments! BUYA!!!!!!!
december 14th opening and narry a photo of it, or word of its reception…
read spanish? <a href="http://todomini.com/club/showthread.php?t=4122" rel="nofollow ugc">http://todomini.com/club/showthread.php?t=4122</a>
Obviously they haven’t learned from the disastrous venture that was the “Aztek Sports Bar”
We saw a MINI themed bar or lounge in Misano Italy.
The seats were made from MINI seats and tables from wheels. Even side mirrors were installed on the walls. It had a MINI sign hanging out front. We walked into it and I thought, what, MINI authorized this?
Anyone out there have pictures of the Misano one? I forgot to take pics of it while in town for MINI United.
Mike
working on a translation for you.
so far I will give you some of the pictures that are shown on the post
some pictures
<a href="http://todomini.com/club/attachment.php?s=a01451b47bb9a8efe9510e063b4953a0&attachmentid=6252" rel="nofollow">the sign says “next opening” or “Opening soon”</a>
<a href="http://todomini.com/club/attachment.php?s=a01451b47bb9a8efe9510e063b4953a0&attachmentid=6253" rel="nofollow">doesn’t look quite done…</a>
the guy who started the post starts off…
“Ladies and Gentlemen
Boys and Girls
I already mentioned to some, during the dinner at Lola’s Cafe, and today I have seen it with my own eys
MINI is about to open a Bar in Madrid that with apparently be called the MINI LOUNGE BAR! It is located on the Paseo de la Castellana right about la plaza de cuzco (mmm… just next to my office, I say no more). At the moment, I don’t have anymore news. I am behind in invitations (Those that can, will be, of course!) for the opening celebration, and I am also seeing if there is some way that todomini and the club can work together…
I will keep you informed. -A Kiss”
I will look through the post and send you a translation of anything noteworthy.
O(=^=)O Capn
okay, that thread started a month ago and after reading 5 pages, I just skipped to the end appartntly it is open.
here is the goods by “minnie”
“Yesterday I ate dinner at The MINI lounge and the truth is I liked it alot!
The selection of entrees and salads is very good (
I tried the the vegetables and prawns) It was veeerry good, I had seconds of some pasta plates, meats and fish (as in six or seven, suggestivly. trying plates of each type.)…… I took a thousand leaves of eggplant, vieiras(?) and esparagus that was great…. the rest of the plates have a wonderful presentation!… the portions are not too plentiful
I didn’t try the dessert so I can’t comment.
It is priced well.
I went and liked it, lets do it again!!!!
As far as the location…its okay…the decor is fly(cool, put what ever slang word here) but I see it as cozy… I imagine that they made it that way to leave space for the bar.
Nothing seperates the bar area and the dining area making it not very agreable experience.
Thats the feeling that I got.
But we go… in general it is very good site and really great food….”
(fweew! Spaniards and their spanish!)
Thinking it as a MINI owners meeting place I think it’s a great idea!! 😀
Well, having spanish as first language (as it’s natural) do not expect a perfect english like yours but guess some of us can defend ourselves 😉
About the MINI Lounge…Mini Spain sent all Mini owners an invitation for the opening.Unfortunately I could not assist.
For people who do not know Madrid…This new Mini Lounge is set on Paseo de la Castellana as you could read.Well, it is one of the most famous places here, it is a great avenue that crosses from north to south almost all the city,and on it’s course it has many interesting places to see.What I mean it is that this club it’s not placed in the cheapest part of Madrid ;D
Saludos
Thanks for the link, GMINI. I’ll help a little here. Pages 12, 16 and 18 have pictures, inside and out.
I think this picture just about sums it up for me:
![nice potty](<a href="http://todomini.com/club/attachment.php?attachmentid=7639" rel="nofollow ugc">http://todomini.com/club/attachment.php?attachmentid=7639</a> “Comfy, eh?”)
It looks to me like you’d already have to be a MINI nut to get what amount to inside jokes strewn about the place, and even then you’d be left thinking “er, I still don’t get it.”
Hey Blalor–a good one!
MINI Tatoo on your butt–OK. When you then wrote “and spread…” I got worried. Did bring back the thought of a 50’s Golden Oldie song, “There’s a Moon Out Tonight” by the Capris. Who is showing their age? Not me! Those over 60 may remember the Capris, those much younger may have caught them on PBS–Doo Wop(sp?)Shows. They may take my Internet priviledges away here at the home.
I think another great location to have a “MINI Lounge” would be right here in Miami. There are sooo many MINIs here that having a place like this in South Beach would be an instant hit. My wife and I are both MINI fans and having a lounge themed like this, plus with some techno-music added to the mix (We are Erasure, Neuropa, etc fans)would be just about perfect!
Good catch, Nick. I wish I’d caught the proximity of “ass” and “spread” in that paragraph before posting, but there you have it… 🙂
p3los…………is that anywhere near the Hard Rock Cafe area or the Post Office?
Puck……there were only 12, I think, Aztek owners.
Hello. Im a Mini Owner in Madrid and a member of Todomini Club! Me and many other were in the Premiere and was greatfull!!! If you want to see more pcis please visit this thread: <a href="http://todomini.com/club/showthread.php?t=4805&page=10&pp=20" rel="nofollow ugc">http://todomini.com/club/showthread.php?t=4805&page=10&pp=20</a>
Im sorry but the comments are in Spanish! The pics are in that page and followins!
Hello, I´m from Madrid and have some pictures from this place.
Where can I send them so you all can take a look?
Hello Carlos – you can send them to this address: <a href="mailto:gbridger@gmail.com">gbridger@gmail.com</a>
Thanks!
p3los, Mini haven´t sent invitations to All mini owners.. Just Madrileans Mini Owners! The have done a Mini Owner Card to get a 20% off. They will sent to the next mini owners. To the previous Mini owners, they could download a card from the future Mini Lounge Website!
Regards and saludos!
I went, I saw and I was faded!! 😀
Carlos, muchas gracias por las fotos. Estan excellentes!
¿donde están los fotos, ya?
oops. ahora puedo ver los fotos. muchas grácias, xBoXlOvEr. Me encanta el nuevo MINI de bisazza! Los dueños aja aperecen tan bellos… 😉
Can someone pass me a contact name and number of the MINI Lounge to arrange an event in Madrid. Thanks Dalia