Los Angeles, CA – November 12, 2025 – As MINI accelerates into a new era of digitalization, sustainable design, and electrification, its creative DNA continues to be shaped by BMW Group’s global innovation studio, Designworks. Acting as both a design incubator and strategic think tank , Designworks has played a pivotal role in evolving MINI from a revived British icon into a forward-looking, human-centric mobility brand.
From early design concepts contributing to the MINI relaunch in 2001, to the digital “phygital” experiences defining MINI’s next generation, Designworks’ influence is visible across a multitude of touchpoints over the brand’s journey.
A Legacy of Reinvention
Designworks’ collaboration with MINI dates back to the brand’s rebirth under BMW in the late 1990s. The studio’s visionary contributions helped establish many of MINI’s signature design cues: the hexagonal grille, circular headlights, and contrasting roofline that continue to define the brand today. Most notably this was expressed in early concept explorations including the rally-inspired ACV 30 concept by Adrian van Hooydonk, who was at Designworks at the time.
When the new MINI debuted in 2001, it redefined the small car category, blending British charm with BMW engineering precision . The result was a fresh segment — the “premium subcompact” — that fused emotional appeal with technical excellence.
Evolving MINI’s Design DNA
Today, MINI’s design philosophy — rooted in “Charismatic Simplicity” — reflects Designworks’ influences of minimalist ethos of emotional clarity and purposeful reduction. Across exteriors, interiors, and digital interfaces, this approach connects MINI’s heritage of clever space use with its modern identity as an electrified, sustainable, and digitally connected brand.
Designworks’ cross-disciplinary expertise spans industrial design, interaction design, and strategic planning. Its global studios in Los Angeles, Munich, and Shanghai provide a diversity of perspectives that ensure MINI’s evolution remains both emotionally resonant and globally relevant.
“Designworks isn’t just about cars — it’s about culture. By looking outside automotive, we capture the signals that shape how people live, move, and express themselves,” said Julia de Bono, BMW Designworks. “That perspective is what makes our work with MINI so rich — because MINI has always been a reflection of culture, not just mobility.”
Bridging the Physical and Digital Worlds
At the heart of MINI’s next chapter is the seamless fusion of physical and digital design — a concept Designworks defines as “phygital.” This vision is embodied in innovations such as:
- The MINI Round Display — a reimagined OLED centerpiece that unites information, entertainment, and control in one intuitive, emotional interface.
- MINI Mixed Reality — a breakthrough driving experience blending real-world performance with virtual environments.
- The MINI Vision Urbanaut — a concept redefining “clever use of space” through sustainable materials, adaptive lighting, and interactive design.
- The MINI Token — a tangible digital key that personalizes every journey, merging physical interaction with intelligent UX.
Together, these experiences demonstrate MINI’s unique ability to make technology warm, human, and joyful — a direct reflection of Designworks’ creative philosophy.
Design for a Sustainable Future
Through its material research, human-centered design, and cross-sector insights, Designworks helps MINI redefine what premium means in the age of sustainability. From recycled textiles to natural finishes, every element reflects a belief that responsibility and desirability can — and must — coexist.
BMW Group PressClub USA
