Two Minds One Heart
Stockholm based design studio Färg & Blanche aligned with MINI in their approach to design. In crafting a limited edition heart lamp for MINI Electric, they explored fundamental aspects of industrial design. Teaming up with Nordiska Galleriet and MINI, this globally recognized design duo seamlessly integrated craft, industry, heart, and mind. As well as online and print activations, the campaign to launch their work included a special extended exhibition of The Heart Lamp at the flagship store of Nordiska Galleriet and a launch event during Stockholm Design Week, with an impact on an audience of more than half a million.
Our Goal
To celebrate MINI's heritage of creative use of space and its commitment to building a sustainable future for urban living and transportation. Their aim to break the rules of car engineering and express the concept of innovation and design in our daily lives. Through this collaboration, we sought to shed light on this important topic, create visibility, and inspire true innovation by bringing together an innovative design studio, a renowned Swedish design institution, and a cutting-edge car brand.
Inspired by MINI's design innovation, we partnered with Nordiska Galleriet, selecting Färg & Blanche, renowned for blending craft and industry. Our collaboration produced a limited edition MINI Electric Heart Lamp, symbolizing the fusion of heart and mind. Crafted with rechargeable capabilities and organic forms, the lamp embodies holistic design, playing a pivotal role in promoting the new MINI Electric Car launch. Three activations captured the essence of our collaboration.
Online & Print Activation
The first activation involved an online campaign featuring a short film documenting the work in progress and the creation of the Heart Lamp. This film was shared on various YouTube and Instagram accounts of the collaborating partners to generate awareness for the lamp's launch during Stockholm Design Week. Subsequently, we released extended content detailing the collaboration, including in-depth interviews with the partners discussing their history and shared vision that culminated in this project. Additionally, an extensive photo series was created for online and social media platforms. A comprehensive version of the story was also published in The Forumist Oneness issue.
Physical Activation
This aspect of the campaign curated an exhibition opening of ‘The Heart Lamp’ at Nordiska Galleriet flagship store, combining it with live musical acts. This event brought together more than 500 design enthusiasts, industry professionals, and influencers to experience the fusion of art, design, and automotive innovation. Attendees had the opportunity to meet the creators witness the making process and enjoy live musical performances. The exhibition served as a platform to celebrate collaboration, and inspire genuine innovation, and remained on display for three months in the storefront window.
Impact
The activation gained traction on collaborating partners' online and social media platforms, reaching exciting MINI enthusiasts and design lovers. The exhibition opening and event part of Stockholm Design Week included industry experts and influential figures. The visibility extended with the ongoing installation in the Nordiska Galleriet storefront window.
Online campaign, Youtube & social media reach 460K
Printed media 100K
Event activation and social media 150K
Ongoing Nordiska Galleriet storefront visibility 3-month
