Mini opens first UK 'store' at Westfield Stratford

By Alex Brownsell, marketingmagazine.co.uk, Friday, 17 February 2012 09:30AM

BMW-owned car brand Mini has opened its first UK pop-up store at the Westfield Stratford shopping centre near the Olympic Park, as part of plans to activate its sponsorship of the 2012 Games.

Mini: Westfield store to promote Olympic sponsorship

Mini: Westfield store to promote Olympic sponsorship

The store, which will remain open for 12 months, will promote its coupé and Countryman models, as well as a range of Mini-branded lifestyle merchandise. It also features what the manufacturer claims to be the UK’s first "3D car configurator".

Jochen Goller, Mini's UK director, said it was important for consumers to see the brand "removed from the established car showroom environment", and would consider rolling out further retail sites if this proves successful.

He added: "Since Mini launched just over 10 years ago, we have developed a massive community of fans and enthusiasts for whom Mini is much more than just a car brand. These fans love to accessorise their cars.

"Over the next year we will be listening to, and learning from, what visitors to the Westfield store have to say about what they expect from their car retail experience."

Last week, BMW also unveiled plans for a "floating" showroom at the Olympic Park. The 800sqm two-storey venue will be positioned on columns above the Waterworks River, situated between the Olympic Stadium and the Aquatics Centre.

This article was first published on marketingmagazine.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Country Manager Salt £30000 - £40000 per annum + benefits, London (Central), London (Greater)
  • Account Manager Purple Consultancy £28000 - £34000 per annum, London (Central), London (Greater)
  • Senior Account Manager Purple Consultancy £35000 - £45000 per annum, London (Central), London (Greater)
  • Category Manager Nigel Wright Recruitment £35000 Per Annum Competitive + car, bonus and benefits, London (Central), London (Greater)
  • Conceptual Designer Purple Consultancy £32000 - £35000 per annum, London (Central), London (Greater)