Casta Diva Events organized two press conferences for sixty journalists for the launch of the new MINI Clubman.
The event was held at Milan’s Cross Studio, converted for the occasion into the inviting and cosy environment of a MINI-styled home. It wasn’t simply a product presentation, but an immersive experience for journalists as they were able to move through the various rooms of the house: at the entrance there was a visually striking corner of MINI accessories, calling out to be photographed and filmed; in the hallway, a Proraso barber shop; and throughout were art and design books, carpets, armchairs, cushions and lamps.
The presentation of the car itself was to be found in the very heart of the house in the sitting-room, with its large period windows looking out onto the vibrant Navigli district, where Milan’s historic canals fan out into the countryside. Period furniture consistent with the new MINI brand identity further enriched the warm atmosphere of this room.
Star caterer was chef Andrea Vigna, who gave the journalists the opportunity to savour classic Milanese cuisine in the style of street food served from buffet stalls, with benches, fruit boxes and jute sacks as seating.
The test drives then took place, with routes from the city centre to the surrounding countryside with a stop-over for refreshment at a characteristic country inn.