The campaign began with the launch of MINISpace.com - an international creative online community website as a hub to integrate all offline and online projects, events and competitions. The campaign’s kick-off event, the “MINI Rooftop NYC” took place in the middle of Manhattan. As a practical example of the Creative Use of Space, we transformed the rooftop of an old warehouse into a hot spot for the creative class. For more than a week, this rooftop became the scene of talks & roundtables, yoga sessions and, of course, some crazy parties in the evening hours. Similar events were hosted in Kyoto and Copenhagen. We utilized various communication channels to consolidate the concept of the Creative Use of Space in a variety of settings, including the website, offline and online events, competitions and projects, blogs, magazines, PR activities, guerilla and online marketing through social networks such as Flickr, Youtube and Facebook.

The Creative Use of Space campaign received extensive print and online media coverage worldwide. It appeared in mainstream media channels such as The New York Times, The Huffington Post and Vanityfair magazine, as well as in trendsetting publications including thecoolhunter.net and style.com – and also the automotive press. MINISpace now boasts 35,300 registered users from 134 countries worldwide, and it had 10,000 creative contributions within just it’s first few months of existence. This shows that Creative Use of Space is being successfully adapted by the creative class worldwide.