MINI’s IAA trade-fair stand is devoted to celebrating the 50th birthday of MINI. The brand’s history is presented, with matching models on show, from the old “MINI Minor” to the current “Less is more MINIMALISM” campaign and takes its peek at the future of concept cars. The trade-fair stand features an integrated brand promotion composed of architecture, communication and event, which interact to create a unique presentation that doubles up as a MINI birthday party – a brand environment that can be experienced with all senses and instills enthusiasm for the brand.