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To leverage the 2012 London Olympics, autobrand MINI has opened a pop-up shop, the MINI lifestyle store, in London at the Westfield Stratford shopping center. The MINI lifestyle store will showcase only two of the latest MINI car models, with more of the displays featuring the brand’s fashion and accessory offerings to set it apart from the automaker’s traditional car dealership environments.
True to the MINI brand, the MINI lifestyle store, which was developed by Studio 38, Mark Bendow Interior Environments and Farmer Int., centers on black and white coloring, with stylish floor-to-ceiling displays that take on a checkerboard effect. What’s more, the store features hi-tech displays that allow customers to browse the brand’s product lines in a digital fashion; these include a virtual fitting room as well as an “innovative MINI car configurator” that displays cars in 3D, describes PSFK.