To get the IAA 2007 Trade Fair to focus on the world premiere of the MINI Clubman.Solution: A style-setting brand orchestration for the post-modern milieus target group that takes its cue from art, fashion and clubbing. The building cube takes up the unusual length of the premier car; with its textile material feel on the inside, and the outside referencing the world of fashion. The inside perspective is a space that points up to feature its' central element; the “MINI Clubman Catwalk”. Atmospheric presentations by means of interactive media walls with seating sets ensure a shared brand experience for the MINI Community.