The streets of Munich are set to pulse with unmistakable British flair as MINI takes over the IAA Mobility 2025 with a bold and immersive brand experience across two iconic locations. From 9 to 14 September, MINI is transforming the city into a dynamic urban showcase, headlined by the world premiere of two exclusive John Cooper Works (JCW) showcars — a collaboration with a globally renowned lifestyle brand that brings together performance, style, and culture in true MINI fashion.
World Premieres at the MINI Pavillion
At the heart of MINI’s IAA presence is the MINI Pavillion at Lenbachplatz, which has been completely redesigned to honor the legacy of the John Cooper Works sub-brand. Here, the two new JCW showcars will make their global debut, capturing the brand’s storied motorsport heritage and innovative spirit. These showcars are the result of an exciting partnership with a lifestyle powerhouse — blending MINI’s iconic racing DNA with cutting-edge design and pop culture sensibility.
MINI’s motorsport roots are no secret. From its origins to its recent triumph at the Nürburgring 24-hour race, performance has always been part of MINI’s core. Now, these new showcars reaffirm that commitment — with a modern twist that embraces electrification and design-forward thinking.
Open Space: London Comes to Munich
A few streets away, at Max-Joseph-Platz, MINI invites visitors into a fully immersive Open Space experience, recreating the heart of Central London in the middle of Munich’s historic old town. Nestled among architectural landmarks like the Bayerische Staatsoper and the Residenztheater, the Open Space showcases MINI’s all-electric future.
On display are the MINI John Cooper Works Electric, MINI Aceman SE, and MINI Countryman SE ALL4 — the three pillars of the new all-electric MINI family. Visitors will not only be able to explore these vehicles up close but also test them firsthand thanks to a partnership with SIXT, offering real-time city drives straight from Max-Joseph-Platz.
Beyond the cars, MINI’s Open Space experience dives deep into the brand’s British roots, complete with subtle humor and cultural callbacks that evoke the MINI ethos. Think of it as a metropolis within a metropolis — where London’s spirit meets Bavarian precision.
Community Day: Celebrating the MINI Family
In keeping with MINI’s reputation for community engagement, the brand will host a “Community Day” on 13 September — a celebration for MINI fans and club members. Kicking off from Gut Kaltenbrunn on Lake Tegernsee, the event features a scenic drive through Munich that culminates at the MINI Pavillion. The day ends with a lively mix of music, BBQ, and conversations that connect the MINI community with the future of the brand.
A New Era of MINI
As the automotive world converges on Munich for IAA Mobility 2025, MINI is doing what it does best — turning heads with bold design, emotional storytelling, and a playful yet purposeful approach to innovation. From electrifying world premieres to lifestyle-driven collaborations and a community-centered finale, MINI’s dual-location activation is not just a brand display — it’s a statement.
Source: Mini
