10. April 2007
Design in Motion. The MINI Clubman inspires the 8th element in DecodeElements.
Munich / Milano. Once again this year, MINI will be the star of the show at Milan Design Week (17 to 23 April), with
DecodeElements, the show which INTERNI is putting on at Milan’s Castello Sforzesco (17 April – 1 May). Italian and
international architects and designers present their decodings in terms of each of seven basic elements: Air, Water,
Earth, Fire, Light, Metal and Wood. The interpretation of the eighth element – Motion – is to be MINI, with a number of
features inspired by the all-new MINI Clubman, which is due out by the year’s end. This will be the first-ever
interpretation of the MINI Clubman concept: MINI Clubman. The other MINI. The opening ceremony will be on 18 April; on
show from the 20th to the 24th; at the entrance from the Piazza del Cannone.
To celebrate its centenary, and on the occasion of FuoriSalone 2007, the publishing group Mondadori will - together with
INTERNI - be promoting an event entitled DecodeElements at Milan’s Castello Sforzesco. Architects and designers have
been invited to compare ideas on the theme of Decoding, through a series of highly experimental installations, devoted
to the elements of Water, Air, Fire, Wood, Light, Metal and Earth.
As part of DecodeElements (17 to 23 April), MINI has been called on to introduce and give its interpretation of the
eighth element.
MINI and the 8th element. From ‘elements’ to ‘excitement’: Motion
Alongside the seven elements planned for DecodeElements, MINI will be presenting an eighth: Motion. In physics, the word
‘motion’ defines a process in which a body or object alters its position, conditioned by time. From the psychological
point of view the concept of ‘motion’ can also refer to the ability to arouse sensations, emotions, and feelings –
which, in the case of MINI, can only be described as ‘excitement’. The marriage of ‘elements’ and ‘excitement’ can also
be found in the unique design of the MINI Clubman, the new model scheduled to extend the MINI range by end of the year.
The porticoes surrounding the Cortile della Rocchetta will house a number of decoding zones, open-air “lounges” where
all through the FuoriSalone it will be possible to enjoy a moment of relaxation between one event and the next. Here
beneath the porticoes, MINI will install its own decoding zone, entitled “The 8th Element”, with installations dedicated
to Motion. MINI has dreamed up a Motion-Lounge, with a variety of Excitement Zones attached that illustrate and convey
Motion in its various aspects – and present the outlines of the new MINI Clubman. This will be the first-ever
interpretation of the MINI Clubman concept: MINI Clubman. The other MINI.
The Relax Zone
This area in the corner of the portico is installed for deep relaxation and contemplation. It is equipped with
interesting design furniture and lamps.
The Rotation Zone
This area is dominated by a big, circular metal band. In the centre of this circle two video beamer, are mounted on a
rotating platform. As the projectors rotate, a 360-degree panorama is projected onto the inside of the steel band, which
is perforated in the pattern of the MINI Clubman silhouette. As light from the rotating projector passes through the
holes in the sheet, the outlines can be seen by people standing outside the installation.
The Kinetic Energy Zone
A body in motion creates energy. This energy is called kinetic energy. Via a motion-tracking system, visitors are
inspired to create the outline of the MINI Clubman with their own movements in an interactive experience.
The Motion Window Zone
Just attached to the Kinetic Energy Zone visitors will find a glass panel with serigraph patterns and a special optical
resin, directed to the cortile to view the different installations. With this optical resin attached on the glass,
visitors will get a different perspective of the installations.
The Thoughts-in-Motion Zone
Very close to the Kinetic Energy Zone and Motion Window Zone, this zone gives the visitors more information about the
8th element: statements of the other designers about Motion are presented as films on TFT-monitors. In another corner of
this area, further monitors communicate the thoughts of the designers about “the other design”.
The Wall-in-Motion Zone
Panels attached to the walls communicate the emotion of motion via modern graphics.
All these excitement zones within the Motion Lounge show the MINI Clubman as a perfect symbiosis of Motion and the
demand for “other design”.
Moreover, stylish light projections of the MINI Clubman will be projected concerned with “decoding” onto the facades of
the medieval courtyard, with letters from and references to the great authors published by Mondadori in the first
hundred years of its history.
ENDS