MINI aimed to activate the brand’s global “Creative Use of Space” campaign at NYC’s Fashion Week to reach and engage tastemakers and trendsetters through a totally new “underground” word-of-mouth style experience.

GPJ’s take on “Creative Use of Space” was to convert a warehouse in NYC’s Hell’s Kitchen neighborhood into an elegant branded space and then program ten days worth of high-end experiences such as fashion shows, yoga classes and art showings promoted online and through word-of-mouth. Highlights included turning the rooftop into the city’s hottest night club scene, attracting celebrities and cultural influencers for the duration.

With fashion shows by the likes of Diane von Furstenberg and parties hosted by the best DJs in the city, the campaign generated hundreds of thousands of mentions online, directly engaged more than 7,000 potential buyers and importantly, generated more than 500 ride-and-drive experiences in which attendees experienced MINI’s vehicles first-hand.