Drive by: MINI and Switch

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Drive by: MINI and Switch

  Image: Alex Wallace

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Drive by: MINI and Switch

  Image: Alex Wallace

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Drive by: MINI and Switch

  Image: Alex Wallace

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Drive by: MINI and Switch

  Image: Alex Wallace

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Drive by: MINI and Switch

  Image: Alex Wallace

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Drive by: MINI and Switch

  Image: Alex Wallace

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Drive by: MINI and Switch

  Image: Alex Wallace

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Drive by: MINI and Switch

  Image: Alex Wallace

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Drive by: MINI and Switch

  Image: Alex Wallace

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Drive by: MINI and Switch

  Image: Alex Wallace

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It’s almost impossible to know how the science behind personality types and what they prefer works, but the mad geniuses at Switch somehow have figured it out. And they used it as the foundation of their installation with the folks at MINI

The Switch team, led by Chris Jones and Bevan Tonks, came up with four concepts each reflective of a MINI model (and their four corresponding personalities): the Coupe, the Countryman, the Hatch and the Roadster. 

“Together we’ve pulled back the curtain on four of the best options out there, shining their personalities in a new light…all that’s needed is a keen eye to match,” said Switch when they announced the project and on the day that translated into a blue sky hanging with threads, a huge LEGO tree, a graphic yellow wall and a mirrored room adorned with the word YOU. Roast beef sandwiches, Red Bull and Perrier were offered as sustenance in the large warehouse that had been cleared out and cleaned up for the day.

My favourite was the Hatch, paired with the YOU room… what that says about my personality, I’m not sure. 

For more information on Designday, click here.


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