27 APRIL 2017

Jakarta. Coinciding with the opening of the MINI Pavilion at the 2017 Indonesia International Motor Show (IIMS), today MINI Indonesia organized an exclusive show to showcase the MINI Lifestyle Collection 2017-2018. Featuring over 50 products, the new collection encompasses articles of clothing, bags, cases as well as other ingenious items for everyday use. The collection embodies MINI’s new identity, which was revealed as part of the brand’s realignment in March last year along with the launch of the New MINI Clubman in Indonesia. 

With a crisp and timeless style, distinctive designs and high-quality materials, the collection perfectly conveys MINI’s design expertise and image of itself as a brand that goes way beyond its cars. The MINI Lifestyle Collection 2017-2018 will be available at Authorized MINI Dealers and MINI @ Senayan City.

 “Over the course of the 2017 Indonesia International Motor Show from 27 April to 7 May 2017, visitors to the MINI Pavilion will get to maximize their experience of MINI’s driving fun, from lifestyle essentials to the current line-up of MINIs in Indonesia, including the New MINI Countryman that we just launched earlier this month. It will be a feast for the eyes for the MINI Pavilion’s visitors, and we are very excited to take advantage of this opportunity to get even closer to MINI fans at the exhibition,” said Karen Lim, President Director, BMW Group Indonesia.

Contrast-rich design concept.

Although the articles in the new MINI Lifestyle Collection focus on the essentials, they are also full of typical MINI surprises. Contrasts in form, colour and materials play a key role here. One feature of the collection is the interplay of colour accents – the familiar MINI “colour block”. The accent colours Aqua and Lemon team up with the underlying Black, White and Grey to create a compelling colour concept. The bags and luggage pieces in the collection perfectly embody this approach. From wallets (MINI Wallet Colour Block) and handy shoppers(MINI Shopper Colour Block) to travel bags and hard-shell trolley cases (MINI Cabin Trolley), customers will undoubtedly find the perfect item for almost any occasion. What’s more, the use of coated canvas ensures the collection’s bags and matching accessories are robust, water-repellent, stain-resistant – and highly versatile. 

Clever details.

In addition to their strong design, the items in the new MINI Lifestyle Collection boast a high degree of functionality and many well thought-out details. The multiple compartments in the bags, for example, as well as the intelligently-designed interior layout of the trolley cases engender tidiness and flexibility. A karabiner stitched into every MINI bag, including the MINI Duffle Bag Colour Block, MINI Overnight Bag Material Mix and MINI Weekender Material Mix, makes the search for keys a thing of the past. And the collection’s accessories also reveal some remarkably clever details. Interchangeable wristbands that come with the MINI Watch bring variety, while the MINI Water Bottle Colour Block separates in the middle to facilitate filling and cleaning.

Iconic MINI Signet.

In addition to travel bags and accessories, the new MINI Lifestyle Collection also includes a range of clothing. With T-shirts, sweatshirts and jackets, the collection offers a wide selection of items for men, ladies and children. The garments also make use of the vibrant colours and richly contrasting elements of the colour block and, in addition to the new MINI logo and MINI lettering, they feature the MINI signet. Introduced for the first time with the MINI Lifestyle Collection 2016-2018, the signet combines two sets of MINI wings – one a mirror image of the other – to create a hexagon shape. It serves as a wallpaper print to adorn items such as the MINI T-Shirt Signet. Similarly, the MINI signet can cover a whole product or outer surface, such as the reflective coating of the MINI Umbrella Foldable Signet or the woven pattern of the MINI Blanket Signet. The blanket’s water-repellent base provides the perfect underlayer for picnics or a night at an open-air cinema.

British flair.

The new Lifestyle Collection also sees the MINI brand championing its British origins. Take the MINI Teapot and matching MINI Cup Colour Block, which showcase British tea culture from MINI’s own particular perspective. And with the MINI Travel Flask and MINI Travel Mug, users can even enjoy a MINI tea ceremony on the move. Pouring and re-sealing could not be simpler thanks to the travel flask’s clever snap lock. And it goes without saying that both drinks containers fit any MINI cupholder. 

Responsible use of resources.

The new collection reflects the brand’s commitment to using resources responsibly. All the paper and wood in the products is FSC-certified, and the acetate in the handmade Italian MINI Sunglasses Aviator Colour Block and MINI Sunglasses Panto Colour Block is biodegradable. MINI is now also working with the innovative material LEFA, a sustainable alternative to leather made from recycled leather. This material forms the basis of the collection’s “Material Mix” series and is used in the MINI Backpack and MINI Laptop Bag, among other items.

Creative products for children.

The new MINI Lifestyle Collection also has something to offer the youngest MINI enthusiasts. The MINI Colouring Car Set, for example, includes a MINI that can be assembled out of FSC-certified paper and coloured in using high-quality “Stabilo Woody 3 in 1” colouring pencils. So youngsters will have everything they need to design and create a MINI of their own. The MINI Kids Craft Sets help children to build everything from a carwash to animals using empty domestic packaging. The sets not only encourage creativity in a fun way, they also promote the responsible use of resources.