SATURDAY DECEMBER 11th 2004

LE THEATRE DE L’EMPIRE
Located a few meters from the famous Place de l’Etoile, this legendary Paris theatre used to host the Ecole des Fans de Jacques Martin aka the most famous TV show for children in the 80’s.
This mythical theatre could host until 1100 people, so it was perfect to dance in good conditions.
Its huge stage could diplay several cars and a more than 10 meters wide screen to project artists visuals.

SITUATION

La Récré MINI is a playful and entertaining event concept developed by La MJC in exclusivity for MINI.

La Récré MINI’s purpose is to propose entertainment in prestigious places with high value added.

La Récré MINI is a unique and original event that it’s just impossible to miss by any fan of urban culture.

The first edition of La Récré MINI took place on Saturday February 22nd 2003 in the legendary Olympia concert hall in Paris.

La Récré MINI also toured in other French cities such as Lille, Lyon, Bordeaux.

CONCEPT

La Récre MINI mixes music and artistic visuals projected on wide screens.

Therefore, La Récré MINI brings into play the different leaders of the main urban cultures’ fields such as Dj’s, graphic designers, creative directors, fashion photographers, stylists, urban artists, designers, directors.

In addition, La Récré MINI includes the creation, the production and the projection on video screens of an artistic magazine fully dedicated to MINI.

This live projected magazine is constitued with graphic designs, videos and photos, by some of the most talented and creative artists from Paris and abroad.

For the 2004 edition, the artists involved were :

Diy, Superdeux, MadReal, Indesignwetrust, Edvard Scott, Basit Khan, Safe as kittens, Struggle Inc, Republic Of Regina, Julien Gosset, Tak !Tak !.

In the mix, an 100% electro line-up with :

-Marc Moore
Founder of S-Express. A DJ set of such an authentic pioneer of electro music was a major event by itself !

-Headman
He remixed Franz Ferdinand, The Rapture, Playgroup. Headman is a very special DJ. His popularity is getting more and more important and he is requested by the most famous clubs in the world

-Tiefschwarz
The fantastic Berlin duet, well-known in the world electro scenery had for plans to beautifully conclude the night ! That exactly what they did !

GOALS

-Durably set up « La Récré MINI » as THE party for urban cultures fans.

- Increase the standing of MINI image in the opinion of a public constituted by trend setters and well informed people.

- Introduce the MINI cars thanks to actual vehicles and original and conceptual artistic interpretations.

EXTRA PARTNERS

Technikart
À Nous Paris
Radio FG

RESULTS

1049 people attended La Récré MINI. At the very beginning of a very cold Winter, the event was a success, with attendees, who « perfectly fit to the image and the values of the brand » on MINI’s point of view.

PRESS COVERAGE