Mini Dream Team

WHAT IS WRONG WITH THE DEALERSHIPS NOW?
> corporate
> boring
> spend a lot of time there
> paperwork!
> grey
> masculine (sexist?)
> technical
> jargon
> intimidating
> quiet (no atmosphere)


WHAT DOES IT NEED TO BE LIKE? (Aims)
> exhibition
> experience
> luxury
> comfortable
> modern/fun/experimental
> loud/lively
> not sales/safety driven (consumers KNOW they have to be careful etc)
> other things to attract people in (changing concepts)
> collaboration
> Topshop supermarket feeling
> more to do, more to see


IDEAS:
> Take the consumer on a JOURNEY through the showroom, as if going through a website (eg. postmodern exhibition at the V&A)
> MINIbar
> Space Squatting. Using the dealerships at night to make use of the space, retail store, bar, club etc.
> Product expansion
> Collaborating with a competitor