In spring 2016, one of the most striking exhibits at the Multimedia Art Museum in Moscow was an installation featuring the new MINI Clubman. The exhibition was opened under the patronage of DEPARTÁMENT and in the best traditions of technocratic thought.

Thousands of flashbulbs in the improvised atelier Kolesnikov & Pustovalov, 12,000 kraft tubes in the shape of the Union Jack flag, 50 ceremonial English hats, one theatrical and poetic performance with actors from the Moscow Art Theatre and the Gogol Centre and a five-hour electronic vibe from Monoplay - this is how the interactive premiere of the new MINI took place in the Multimedia Art Museum.
 

The interactive art premiere of the newest generation MINI Clubman gathered famous fans of the brand, journalists and friends of the brand. An authentic photo studio worked at the #miniclubman presentation all evening: the guests waited patiently for their turn to be photographed by the gurus of secular photography Ivan Pustovalov and Timofey Kolesnikov. However, the pleasant wait was brightened up by a fitting room with a rich collection of English hats, fresh Beluga beater cocktails and a set from the star of the capital's dip-house scene - electronic musician Monoplay. The main hero of this night in the museum - MINI Clubman of burgundy colour with a chrome roof - appeared at the end of the poetic performance with the participation of actors from the Moscow Art Theatre and Gogol Centre.

The first guests of the opening agreed that this new ode to advanced technologies in the context of adoration of the classics sounded very successful. After two more weeks, numerous visitors to MAMM were able to join the legendary British style: book a weekend test drive, try on one of the designer hats and take a personal or family portrait in our #miniclubman photo studio.