The MINI Media award
Six snowboard magazines from across the globe competed to blog the gnarliest coverage of the BURTON GLOBAL EVENT SERIES. You cast your ballots and the votes are in: Congratulations to SNOWBOARDER MAGAZINE!
Their piece "Open Minded" has won the MINI Media Award and earned them $5,000! Special thanks to each magazine who contributed. Together they penned the sickest coverage around of the BURTON GLOBAL EVENT SERIES.Learn more about the Mini Media Award.
MINI Media Award Entry by Pleasure Snowboard Magazine: 68 Votes
Wintersport Region Status Quo: Laax. A story of parks, powder, bars and summertime cows
There once was a mountain. It stood 3018 metres tall, was home to cows and sheep, and was surrounded by three communities who were not exactly fans of each other: Flims, Laax and Falera. German-speakers encountered Romansh-speakers, Protestants encountered Catholics, winter tourism encountered summer tourism, and stubborn folk encountered stubborn folk. Today, as you stand on Crap Sogn Gion and look over the area in all its glory, it is unthinkable that this was a time when success was the last thing that people wanted for their neighbours. How were these three divided communities able to find success despite all of this? The answer is simple: It's what they wanted! Laax, Flims and Falera had understood that bridges needed to be built where people were bogged down by routine and where there had never been any common ground. Except freestyle. And nothing has changed since then.
Freestyle ... does not do justice to this town in the canton of Graubünden. It takes more than one word to describe exactly what Laax is. Laax is more. Laax is a snowboarding bubble with a vision. A spot that brings together 1.40-metre park boards and 2-metre powder boards through the smiles of their owners sitting on the Curnius chair lift. Whether seasonnaires who want to spend a whole winter far away from the city in the mountains, or renowned snowboarding pros who want to find a sweet spot to do their thing - in Laax, everyone finds what they're looking for. Sustainability is what counts here - without falling into the trap of "conservation". The architecture is stylishly modern but also pleasantly traditional. There are only a few hundred metres between the site for the half-pipe finals of Europe's largest snowboard competition and the perfect powder turn. And you are never very far from the nearest wireless hotspot. #wildanimalscrossing #bestdayever. In Laax, you can snowboard all day and fall into bed exhausted early in the evening, drink lots of beer with new friends in the Indy Bar until sunrise, or pay good money to enjoy an excellent steak in an exclusive setting - without ever feeling that you are not just another one of the snowboarders.
Laax is a place that you'll find both exciting and familiar at the same time. A melting pot for snowboarding that combines everything you expect and more. Laax isn't just more than the sum of its parts, it's more than the sum of all the possible combinations put together. It is one thing to have a mountain in your back garden - it is quite another thing to turn a vision into reality. Never say never. And Laax has understood that.
Dreaming of Powder
That's the difference. Snowboarders don't just dream of gold medals. They also dream of days like these. Spencer O'Brien took a 12-hour flight from Vancouver and spent a whole week in Laax, only to discover, after all of this, that the Girls' Slopestyle Contest had to be cancelled. But there was no hint of a bad mood.
"Mastering the terrain" and "Creativity": These are two of the eight judging criteria used at the Burton European Open. Adrian Oesch on the Affenfelsen, just a few metres from Curnius Park and a symbol of Laax's unique mix of parks and backcountry.
Ayumu Hirano was so busy with Frontside 10s and winning contests that he had to ignore the calls of "cheeese" from the photographers.
Crap Sogn Gion plant
James Niederberger is a member of the shaper team - the team that takes care of the parks in Laax. The motivation, attention to detail and creativity that is devoted to the day is immense. Almost superhuman...
Snowboarding is "Pleasure" - this is how the three Munich guys saw it in 1998 when they decided to launch a magazine with the same name. And this is how they still see it, 15 years later. To date, Pleasure is the only independent print production on the snowboard journalism market and has become a household name thanks to their high level of concept and graphics. The founder and creative director of Pleasure, Markus Fischer, was on the road in Laax on a photo(shop) mission, and developed images from a wide range of locations which link snowboarding action and lifestyle using a fusion of images. The editor, Christian Öfner, supplied the text for the images, which celebrates both snowboarding and the location of the Burton European Open presented by MINI.
You spoke and we listened
After voting for the best MINI Media Award entry, MINI Spacers sparked quite a conversation! Special shout-outs go to Jay Sachs, Ticallion, and laurendesigns for their creative commentary that earned them each a custom Burton snowboard.
What do you get when you put unbridled creativity and automotive expertise under one roof? Carlex Design knows. Now find out yourself.
Three raging celebrations and a swell of worldwide excitement later, The New MINI. The New Original. is already wearing its globetrotter badge with pride. Get the full launch story here.
After lying dormant for decades, a 1959 Austin Seven Classic Mini is racking up fresh miles thanks to a dedicated restoration team. Hear how it felt to fire up the engine from the lucky guy with the keys to the classic.
The X-raid team line up at the 2014 Dakar Rally with eleven MINI ALL4 Racings. The goal is obvious: retain the title.
Ahead of Design Miami 2013, we drive into the sunshine for our final stop on the Dezeen and MINI World tour to explore the sights of America's "Magic City."