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july 29, 2021 - Mini

MINI partners with Vhils Studio, Iminente and Underdogs through the MINI VOICES platform

MINI Portugal has announced a partnership with Vhils Studio, Iminente and Unterdogs, which will focus on the creation of joint projects that aim to contribute to the improvement of urban life in cities through art.

Munich. In several European countries, MINI is supporting authentic entities and start-ups which are tackling today's social challenges with their unusual ideas and demonstrating how a sustainable, socially responsible future can be shaped. The #MINI VOICES platform is created for personalities and initiatives that have the potential to change the world. Their presence on MINI's social media channels gives them the opportunity to provide inspiration worldwide.

MINI Portugal’s partnership with Vhils Studio, Iminente and Underdogs has been launched with a film demonstrating perfectly the four entities’ shared values - tolerance; equality; solidarity; inclusion - and their passion for art, culture, and urban environments. Future joint projects this year will include a cinema as a new artistic area of the Festival Iminente. The drive-in cinema will be exclusively supported by MINI.

Pedro Faria, General Manager MINI Portugal, says: “We are very pleased with the partnership with these three cultural entities, recognized at national and international level, both for their talent and for their innovation. Being able to share experiences, learn about other perspectives and collaborate on various projects will allow the brand to assume an active voice in the celebration of urban culture, as a movement for the progressive transformation of cities.”

“With this new partnership, we intend to continue our role as promoters of culture, and develop, together with MINI, artistic projects that can positively contribute to the enrichment of urban art and to the improvement of life in the cities”, highlights Romain Trevisan, CEO of Vhils Studio, Iminente and Underdogs.

Finding unconventional solutions and rethinking what already exists has always been part of the MINI identity. With its clever use of space, the classic Mini was a pioneer in efficient mobility, predominantly geared towards the city lifestyle. Today, the MINI Electric takes that spirit even further with an all-electric powertrain. Off the road, MINI has participated in several projects that seek to improve the quality of life in urban environments. This partnership, which will initially run for 12 months, underscores the importance of providing a new look at cities and of the well-being of all communities and different lifestyles.