Shot by Ivan Boljat
Together with MINI we invited local and international artists to celebrate the launch of the new all-electric MINI family at Lovecraft Munich. Our guiding principle was from the community to the community. After ten years, the iconic brand returned with #MINIUNITED in a way that truly embodied its values and fostered meaningful cultural exchange. We identified local cultural heroes and created opportunities for them to grow, connect, and collaborate with their global counterparts, building bridges between local creativity and international artistry. Everyone involved in the project, from videographers to photographers, came from the culture itself, and through dialogue with artists, collectives, and other cultural players we started an early conversation about how to create real value for the community. The evening began with a warm-up reception that created an intimate local vibe, before national and international artists including Tierra Whack (Philadelphia), Anaïs B (Paris), JAEL (Amsterdam), Sophia Thakur (London), and Cozy Soundsystem (Munich) took the stage and transformed the MINI x Lovecraft party into an unforgettable celebration of music, creativity, and unity. The result was a night Munich and everyone involved will never forget, a true testament to the power of community and shared passion.
Shot by Daniel Nguyen & Reeni
Together with MINI we invited local and international artists to celebrate the launch of the new all-electric MINI family at Lovecraft Munich. Our guiding principle was from the community to the community. After ten years, the iconic brand returned with #MINIUNITED in a way that truly embodied its values and fostered meaningful cultural exchange. We identified local cultural heroes and created opportunities for them to grow, connect, and collaborate with their global counterparts, building bridges between local creativity and international artistry. Everyone involved in the project, from videographers to photographers, came from the culture itself, and through dialogue with artists, collectives, and other cultural players we started an early conversation about how to create real value for the community. The evening began with a warm-up reception that created an intimate local vibe, before national and international artists including Tierra Whack (Philadelphia), Anaïs B (Paris), JAEL (Amsterdam), Sophia Thakur (London), and Cozy Soundsystem (Munich) took the stage and transformed the MINI x Lovecraft party into an unforgettable celebration of music, creativity, and unity. The result was a night Munich and everyone involved will never forget, a true testament to the power of community and shared passion.
Shot by Daniel Nguyen & Reeni