Growing up Brazil: MINI Speaks Perfect Portuguese June 24, 2010

The MINI Brazil launch party was thrown underground in a subterranean car-park disco, and featured a MINI Lifestyle collection fashion show. Portuguese DJ Pete Tha Zouk and American singer Chris Willis, who has received international attention for his collaborations with disco house music artist David Guetta, dropped beats on the dance floor, while commissioned São Paulo street artists worked live for the crowd. Hot on those heels MINI showed itself off at one of the most important design events in the world, the Casa Cor. It was massive: 110 distinct environments within a space of 22 thousand square meters. The 2009 show's theme was sustainability, and it was held in São Paulo between May and July. MINI was showcased in an exclusive space designed by the architect Toninho Noronha, which featured a mural created by graffiti artist Eduardo Kobra. A second appearance followed at the Curitiba show Casa Cor Paraná, whose theme was "Eco-creativity and Social Responsibility." MINI was sitting pretty at the Loft Millennium: Making Life Uncomplicated space, designed by architects Estér Kloss and Helaine Pinterich. Soon after, MINI Cabrio stole the spotlight and launched in luxury. Guests were welcomed with happy hour drinks, and an exclusive dinner for the first 25 Cabrio owners was prepared by native Paulistano DJ-turned-celebrity-chef Alex Atala from restaurant D.O.M. Brazil has deep culinary roots and chef Atala keeps it real, honoring local, sustainable produce. Engines were running, and spring sprung as MINI TV took off! The team hit the road with The Drive Show: a blend of test drive and talk show which puts trendsetters and tastemakers in the driver's seat of a MINI Cooper to see where it takes them. As anywhere, the heart goes through the stomach in Brazil, so MINI and Lanchonete da Cidade, a landmark restaurant of São Paulo, have created the Cooper Burger. Made of a 180g hamburger, black bread, English sauce, and served with cheddar cheese, cucumber relish and Collman's mustard, this burger was definitely created to feed the hype. In autumn, The 33rd International Cinema Show, one of the most prestigious cultural events in the country, was held between the 23rd of October and the 5th of November with more than 500 screenings. MINI was chosen as the official VIP transportation for the entire event. In October, MINI landed in Rio de Janeiro as one of the main sponsors of the first Latin American edition of Oi Fashion Rocks, an event combining fashion and music. It was attended by international celebrities like Puffy Daddy, Grace Jones, Ciara, Mariah Carey and stylists such as Calvin Klein, Marc Jacobs and Donatella Versace. The New Year began with a lot of fast action in the fashion world, and MINI represented once again at São Paulo Fashion Week. At the "Architecture of Flowers" show, a daring and interactive event held with the Carlota Joakina label, MINI created a vehicle for expression by empowering each member of the audience with a way to share their perspective of the show. Models showed off Camila Bertolote's fall-winter collection and MINI provided an interactive edge: "Click and Show your View" cameras were given to audience members, models and VIP guests to photograph the looks before, during, and after the show, giving a unique and intimate look at the collection. Rounding out an impressive social calendar, MINI threw a B-Day party for all the proud parents whose shiny rides were about to turn one year old, and introduced MINI Space Brazil. Like your very own MINI Space, the Brazilian community now has a place for proud owners and fans to meet and share their creative connections. Some of those people have been connecting for a good cause: The MINI Art Nights project has brought together local artists Mauricio Eça, Eduardo Kobra, Graziela Pinto and Gustavo Rosa to collaborate on an ongoing mixed-media project that will culminate with the creation of a work to be auctioned. All proceeds will go to the boys and girls of Vida Jovem, a program of housing support and education that helps build a bright future for children from highly vulnerable social environments. You can learn more about the cause and check out a video of their work here.   Phew... Year one saw some serious action, but MINI never sleeps on the streets! Things are only gonna get bigger in Brazil, so stay tuned for some new surprises to be unveiled at the São Paulo Auto Show...   Meanwhile, MINI Space is bringing you a SIZZLING hot Brazilian summer. Not only is Brazil the newest country to be welcomed onboard the MINI Space community, but we are also currently running a 100% Brazil-themed design competition. Go to the competition page to get all the details and submit your designs now!