MINI introduced the large Spike Art toy during Dutch Design Week

Car brand MINI has a busy stand at Dutch Design Week. A new car? No. A tuned car? Also not. Not even a car. The brand wants to make its mascot Spike big and take it literally for artistic events. It introduced life size spike art toys.

Spike the Bulldog

Several industrial toys have been made of Spike. Spike is the bulldog that stands for MINI: an English brand whose cars are also pretty square on their tires, as if they have the attitude of that dog breed. MINI has a large booth at the event, which runs from October 22 to 30. A number of designers have worked on their own vision of dogs, and viewers can too. There are several columns with tablets on which you can design your own spikes like a fun MS Paint. Then you send it in and you could possibly win a trip to a major car event or a weekend drive in an electric MINI.

You can experience the latter at Dutch Design Week anyway. This year, MINI has once again joined the event as a dynamic partner. This means that Eindhoven is invested with MINI. Visitors can take a seat for free to drive from one place to another and see all the works of art and innovation. Very simple, but also a real eye-catcher: every MINI roof has a different artwork, which clearly says where you will find it on the floor.

Dutch Design Week

It’s better to get on the floor for more than just appreciating Spike. For example, there is an attractive orange electric motorcycle with a sidecar, a light project where you can recharge your senses with artificial sunlight and also all kinds of experiences that you can have: doing a chew test, learning more about what we can do for a more sustainable world. For and even real-life self-driving cars can do for Edag Citybot’s very special design.

We understand why MINI was chosen to provide transportation during Dutch Design Week. Sustainability is a very big theme between DDW and MINI as the BMW Group is the world’s most sustainable car manufacturer. So you can take a seat in Eindhoven in both the fully electric MINI Electric and the plug-in hybrid MINI Countryman. There are 120 locations, so you have a good chance of riding in both MINIs So there are no cars on the MINI stand, but that’s no surprise. The company wants to be more than just a brand. It has been using Spike for some time now.

MINI brand

For example, the dog is part of the miniverse, the answer to the metaverse. The brand is also thinking of showing the dog more in the car, but also, for example, creating an NFT of industrial toys that can be appreciated during the Dutch Design Week. As a car brand, it takes many steps towards lifestyle.

It was not without reason that a Countryman could be found at Gamescom this year: a much-photographed location, because the MINI Concept Aceman was not only placed on a rotating platform, but it was placed in a kind of toy packaging. For example, MINI is looking for increasingly unconventional ways to show itself

big love

Funny enough, it fits. At first you think: What does an English car brand have at Dutch Design Week? However, if you encounter the spike, after you pass the row of MINIs with art right in front of the Klokgebouw, it fits perfectly. Not something that has big love written on the stand in neon letters. This is the banner under which the brand aims to promote its intelligence and optimism towards a sustainable future for the planet.

Fits very well with the ideas that artists share about their ideas for a better future. Creativity, the opportunity to challenge people to see things differently and the shared love of doing so with smartly designed objects and ideas: it all comes together at Kloekgebu during Dutch Design Week. You can still go there, because the week runs until October 30. A lot of fun!

Laura Janney

When she is not typing, she is exploring the wonderful world of entertainment or some cool place in the real world. Mario is the man of her life,…

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