Experiences
Mini Netherlands
A bold Amsterdam brand store where MINI turned cars, culture and merchandise into one tactile urban experience.
The experience
A city-centre brand experience where visitors stepped into the complete world of MINI. Cars set the scene, while fashion, luggage, accessories, digital tools and Amsterdam exclusives invited people to browse, touch and connect with the brand beyond driving.
Stats
Client: MINI Netherlands
Design: Hypsos
Location: Leidseplein, Amsterdam, the Netherlands
Type: Permanent brand store
Year: opened from 2011 tot 2016
Our job
Hypsos realised the permanent MINI Brand Store in Amsterdam, bringing the brand experience and product presentation together in a fully finished retail environment. The exact scope across engineering, production, lighting integration and installation is not specified.
MINI: Big brand energy in Amsterdam
At Amsterdam’s Leidseplein, MINI created a permanent home for its complete brand world. Not a dealership, but a place to discover cars, configure a model and explore fashion, luggage, accessories and Amsterdam-only products.
The interior gave that eclectic collection a strong visual rhythm. Deep black surfaces formed a theatrical backdrop. Bright orange frames, illuminated lettering and linear LED accents guided visitors through the store and drew attention to each presentation.
Cars became part of the scenography rather than conventional sales displays. Around them, products were arranged in lit niches, open shelving and freestanding displays—ready to be viewed, handled and experienced.
Realised by Hypsos, the MINI Brand Store was part retail environment, part urban stage and unmistakably MINI.
Project credits
Client: Mini Netherlands
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