Patricia Dorfman Gallery, Paris 4th.

SITUATION

The brand edition of the MINI by BMW was going to be introduced in exclusivity 4 months prior to its official launch. The format chosen was a contemporary art exhibition organized by La MJC in a Paris Art gallery.

La MJC sollicited Playstation 2 to display several interactive games consoles inside the gallery, to allow the guests to play games in relation with the artist work (fight games) and the car.

CONCEPT

Interactivity.
Within the gallery, the brand set a micro-space geared with plasma screen seats in order to offer extra entertainment to the visitors. These seats were also completely integrated to the WK’s creations.

Direct relation.
Within the gallery, the brand set a micro-space geared with plasma screen seats in order to offer extra entertainment to the visitors. These seats were also completely integrated to the WK’s creations The design of the Playstation seats was inspired by the artist work (e.g.colors, shapes). They were completely integrated to the artist’s intrepretation of New York City and were located in the first part of the exhibition that were narrated the first ten years of WK’s activity.

GOALS

-Comfirm the PlayStation2 image as a young, urban and dynamic brand.

-Create connexions with the presentation of the new MINI.

EXTRA PARTNERS

Technikart Official press partner, the magazine had announced the exhibition in its June issue. Furthermore, a removable poster was included to the July issue –45000 posters were printed- reproducing WK’s creations dedicated to MINI.

Radio Nova The radio station released a sample of the artist’s interview during the whole week before the exhibition. This sample used as a commercial for the radio waves, was also put in music and played during the first week of the exhibition.

RESULTS

-Almost 4000 visitors in total -including 900 guests invited by MINI, La MJC and the gallery just for the opening,- came to see the exhibition. It was a huge success in regards to the quality of the public.

PRESS COVERAGE