Last fall MINI decided to do something different. Rather than focusing on auto shows MINIUSA launched the Reinvented Tour that didn’t just introduce the new Clubman but reintroduced the brand. We attended the Chicago events and found a lot to like in both the car and the collection of makers that MINI brought to the event.

Among the two Clubman on display at each of the events was a collection of small businesses that demonstrated the type of craftsmanship often hard to find in our modern world. In Chicago we had leather boots being made, cards being letter-pressed, coffee pour-overs being offered, craft beers being poured and cocktails being perfected. In the middle of it all was a Chicago record player start-up spinning vintage discs next to a massive array of artisanal meat and cheeses. You get the idea. Lots of well dressed hipsters and well considered items that you don’t need but kinda want.

MINI is tying its brand to handmade goods and artisanal craftsmanship for good reasons. It’s a movement that appeals to urban influencers and the the educated masses alike – exactly the demo MINI appeals to. In short MINI is rethinking its brand language to speak the same dialect as its would be customers.

In this video we see a recap of all five of the events and get a favor or the idea behind it and the craftsmen and women that helped create it.