Architect and Builder Magazine South Africa September/October 2013 | Page 41

A MINI replica car is
suspended from the
ceiling slab above
the hand-over bay

in a dealership to create a unique experience
for each customer who visits the dealership.
One way in which this is captured is the ‘new car
hand-over bay’. The excitement of purchasing
a new vehicle is enhanced by creating a unique
atmosphere in this area. A MINI replica car is
suspended from the ceiling slab above the
hand-over bay. Aircraft runway type lights in the
floor lead to a glazed roller shutter door marking
the exit of the hand-over bay to the street.
A new concept in the MINI brand is the
incorporation of a Vida é café in the showroom.
This provides a unique experience for MINI
customers and the general public alike. The
café is located directly next to the hand-over
bay with a timber deck extending out to an
outdoor seating area. With the incorporation
of the Vida é café in the showroom, one is able
to experience the MINI brand while enjoying a
coffee and snack. It has now become a venue for
business and leisure, a place for people to meet
and connect.

SMG Rocks

MINI’s philosophy of ‘retro fun’ is extended to
the exterior of the building. With the dealership
being accessed off the M4 freeway, visibility was
the key. A MINI replica car is mounted high up
on the freeway facing signage wall. The replica
drives up the wall with tyre track marks being
painted up the wall. This has created a striking
visual impact.
Conclusion
The MINI brand’s corporate image is