Design Indaba 2014 South Africa – Mini add some SOUL
MINI will raise the bar at this year’s Design Indaba with three experiences to excite and entertain creative thought leaders. In between a stellar fashion line-up, various trend seminars and nosh, visit the COLOUR ONE for MINI by Scholten & Baijings display.
Indoor play arena to South Africa’s creative industry, the 2014 Design Indaba Expo will run from Friday, 28 February to Sunday, 2 March 2014 and present innovators with the best in design. Cape Town offers the perfect setting, not only because of its vibrant scene but because of the city’s dedication to design as the 2014 World Design Capital. “As an enthusiast for pushing the boundaries in creativity, innovation and originality; MINI is thrilled to partner with Design Indaba for the fourth time since 2011,” says KabeloRabotho, General Manager of MINI South Africa. A fleet of 25 MINI Countrymans will chauffeur speakers and delegates during the conference and expo. Add to that, Design Indaba is bringing internationally renowned Dutch design duo, Scholten & Baijings to Cape Town. They will showcase an inspiring concept, which explores the design of a MINI ONE by deconstructing the design process and giving you an inside look. The display will be presented outside of Europe for the first time at Design Indaba. Don’t miss the trendsetters speak at the conference on Thursday, 27 February at 13h30 as they explore the future characteristics of design. The next exciting chapter will be the debut of the new MINI Hatch in May this year. The new MINI will – amongst other features – enter the music realm on another level with the newly structured in-car infotainment feature, MINI Connected. So visit the MINI stand and prepare your ‘two- step, ‘dougie’ and ‘harlem shake’ as well as a mix of old school beats to add a new kind of cool.
Party starters and MINI ambassadors, DJ Euphonik, DJ Fresh, Seth Rotherham, Good Luck and Goldfish will reveal the driving excitement, connectivity and functionality of the New MINI Hatch in a style reminiscent of “Dance Evolution” but not without some help from MINI fans. If your alter ego is a DJ, put on your dancing shoes and come create a new sound by mixing an original mash-up. Then stomp to the motion sensors and keep up with the tempo before sharing your track with friends on Facebook and Twitter. The dynamism of South Africa’s imagination will be recorded in the MINI Studio. The Design Indaba team has created a recording studio out of the MINI Countryman’s interior-setting, the optimal scene for interviews with the likes of Architect, Issa Diabaté and Typographer, Stefan Sagmeister. The videos will be shared on the Design Indaba website and social media platforms for design enthusiasts to watch over and over again. Don’t miss out on all MINI’s lively sessions at the Design Indaba Expo (Hall 3) where the premium small car brand will also be jamming along to your interactive, new and original sounds. To find out more visit mini.co.za and follow @MINISouthAfrica on Twitter.