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Mini France Unveils 10 New Stores On Wheels

Agency DDB Paris’s concept for creating new MINI stores in Paris bypasses one obvious factor: an actual store.

Mini France Unveils 10 New Stores On Wheels
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It’s got the salesperson, handy brochures, test-drivable car, and even store hours–so can a dealership be a dealership with no dealership? Not much of a trick question since MINI France has already launched such an endeavor.

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When the cost of opening a new MINI store in Paris proved too high, agency DDB Paris came up with a creative solution: Turn 10 MINIs into traveling stores around Paris. Mobilizing the browsing and shopping experience of buying a car in such a stripped-down fashion boldly underscores the idea that all one needs to do to sell a MINI is to allow a customer to drive a MINI.

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About the author

KC covers entertainment and pop culture for Fast Company. Previously, KC was part of the Emmy Award-winning team at "Good Morning America," where he was the social media producer.

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