Mini held an event at their showroom in Ginza over the weekend that saw the art unit Rinpa Eshidan painting a Mini Cooper over two days.
The “What is Mini Ginza?” promotional event was designed to inject “fun” into automotive and to draw some of the Ginza shoppers down to the far end of Chuodori where the showroom is located. Much of the pedestrian traffic tends to gather around the main Ginza junction and fizzle out once you pass the main department stores. Mini is right at the end so they need to fight hard to combat any appearances of languishing.
The Rinpa Eshidan event was also filmed and the resulting vehicle/art work will be on display until November 28th.
The showroom itself, which opened earlier this year, looks pretty cool and is another example of a building deliberately designed low (it’s “mini”, get it?) to stand out from its neighbors. This is a bit of an architectural trend in Tokyo retail of late and we will be keeping our eyes out for more.
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