David Reviews

 "You're not an artist, Peggy. You solve problems." Don Draper.

MINI'S SPARK OF INSPIRATION.
31 July 2019

Any museum or gallery patron who's ever struggled to resist touching the art, rejoice! Mini have finally got you covered.

To promote their new all-electric Cooper SE, Mini have launched a new interactive mural at the Rotterdam Cruise Terminal. A joint venture between UNIT9, artist Franky Sticks, and agency 180Kingsday, the mural is designed to be enjoyed at close range.



This is done through pressure-sensitive panels, or 'hot spots', which turn certain areas of Sticks's futurist cityscape into mini-light shows. Projectors (and the odd sound effect) also help the seven-metre-long mural come to life.


The ElectriCity mural gives drivers a feel for the new Mini Electric and the future of mobility, putting them in the driving seat of how their colorful city life plays out.

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Despite the technical complexity involved, Sticks and UNIT9 had only three weeks to complete the mural. Thanks to elbow grease and a stable electricity supply, however, the team managed to deliver 'Neo Rotterdam' in time.

Neo Rotterdam in action.  

Working on such a tight tightaround paid off, says UNIT9's creative director Thomas Davies: "The ElectriCity mural gives drivers a feel for the new Mini Electric and the future of mobility, putting them in the driving seat of how their colorful city life plays out. The future's electric, and like the new Mini, its a whole lot of fun."

It's certainly one of the more colourful demos of electricity we've seen in recent times. Punters may wish to wash their hands afterwards though - after all, who knows where previous visitors' mitts have been.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.