MINI gets creative with Middle Eastern talent

Published October 20th, 2009 - 10:40 GMT

As part of its unique approach to marketing in the Middle East, MINI has tied up with Dubai based gallery, Art Sawa and emerging Lebanese artist, Zena Assi. The result is a unique piece-of-art to celebrate MINI’s 50th birthday and the recent launch of the MINI Cabrio in the Middle East. This unique creation will be displayed at Art Sawa until the end of October.


Using the MINI Cabrio as a blank canvas and effectively answering the brief with her signature style, Zena Assi drew her inspiration from the relation between the individual and his environment, depicting the conflict between man and society. By chosing a bright, vibrant red for the background of the piece, Assi represented the ‘new’ MINI’s as trendy, modern with a sophisticated look. In the forefront a crowd of people embrace MINI’s heritage, history and tradition. And the checkered bonnet and rear is a “Clin d’oeil” or cheeky reference to MINI’s motorsport and winning heritage.


Speaking about her unique work-of-art Zena Assi, said: “I have always admired MINI; both the old and new models, it is a car that does not limit itself in creative style. Participating in this project was an exciting challenge and lot of fun for me.”


MINI is known across the globe for celebrating culture, creativity and design. At a global level MINI supports urban projects, competitions and events that champion creativity such as music, film and art. It made sense for MINI to collaborate with Art Sawa, a gallery that specifically represents a range of Middle Eastern talent. This is a cause that MINI is not only passionate about but one that also aligns with the brand.


MINI is an intelligent brand that opens its doors to the very notion of using space more creatively. And now the two core philosophies of design and creative use of space have been incorporated by Art Sawa to produce the moving artwork by Zena Assi entitled “Fusion MINI”.

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