Harald Gründl, "The Death of Fashion. The Passage Rite of Fashion in the Show Window", 2007
The trade show appearance was the focus of the world premiere of the MINI Clubman. We realized a seminal marque presentation oriented on art, fashion and clubbing. The building cube was the same length as the premiering vehicle and communicated a reference to fashion with its textile materiality both on the inside and outside. An excessive (in terms of perspective) presentation area was created in the interior, with the “MINI Clubman Catwalk” as a quote from the world of fashion as the central element.
Client BMW Group
Location IAA 2007, Frankfurt / Main, Germany
Project-Team Bernhard Franken, Frank Brammer, David Berens, Steffi Lombardi
Partner Meiré und Meiré, Puchner + Schum
Status realised 2007
Dimension 1200 m2