MINI stays effervescent at the FIAC November 03, 2009

This October MINI set up shop at the International Fair of Contemporary Art (FIAC) in Paris. FIAC is a major highlight of the fine art world calendar and hosts high-end galleries from around the world for a four-day fair. At the FIAC, MINI presented an installation called MINI 50 YEARS. LIKE THE FIRST DAYS that both celebrated its past 50 years of creativity and symbolized its longevity. The concept was to create a "fountain of eternal youth" that invited visitors of the fair to plunge into a giant pool full of orbs. Attendees frolicked in the ballpit style pool and mingled with the MINI 50 Camden, which was also symbolically submerged in the ball pool. The launch MINI 50 YEARS. LIKE THE FIRST DAYS on October 21st brought out the who's-who of the Paris art scene, fashion designers, and models. 
Guests included Mathieu Kassovitz, André, Clémence Poésy, Xavier Clergerie, Seb Farran, Nadège Winter, Max Chaoul, Vava Dudu, Eve, and Adele who all came to take a rejuvenating bath in the MINI pool. Also taking place at the specialized booth: a private fashion shoot with ANDREA CREWS and STANDARD Magazine. Andrea Crews is a collective that produces works between art and fashion by collaborating with stylists, illustrators, musicians, video directors and performers. Combining many creative disciplines, the collective presents and stages fashion collections as performances, happenings, and videos. STANDARD Magazine is a French quarterly publication dedicated to fashion & culture. The pictures from FIAC will appear in the next issue of STANDARD Magazine. A very successful vernissage for MINI, which proved once again that the brand is still and forever a front-runner, synonymous with eternal youth and always with "Joie de vivre". Project by TBWA\MAP. Related Links: FIAC  Andrea Crews  STANDARD magazine More pictures from the FIAC on Flickr