The MINI Coupé isn’t in the habit of sticking to the routine — it is embodied with that rare and inviolable adventurous spirit emblematic of the finest characters, both factual and fictional. Bonnie and Clyde, Huckleberry Finn, even Ferdinand Magellan all marched to the beat of their own drum. Call them renegades, pioneers, or willful upstarts — but don’t call them a bore. You came to know and love these figures through the epic stories that brought them to life, stories deserving of their grandeur. Likewise, we didn’t think the boisterous personality of the MINI Coupé would sit comfortably in just any car brochure. It needed to break rank and chart its own path.
The MINI Cooper Coupé, MINI Cooper S Coupé, and the MINI Cooper SD Coupé.
Where other cars spill drab facts onto creased pamphlets at car dealerships, the new sales catalogue for the MINI Coupé introduces itself via the storytelling freedoms afforded by a graphic novel, ones you can pick up for yourself at your local dealership now. In it, you can follow the newest member of the MINI family through landscapes and cityscapes of all kinds, offering you a taste of the experiences sure to befall you once you get behind the wheel.
The MINI Coupé goes beyond being a getaway vehicle — it’s a daredevil in its own right, and it’s already seen some lively action on the adventure frontier. It’s harbored fugitives in Iceland, parachuted into a crowd of geriatrics in Hong Kong, and dashed through the extravagant "Carnival" in Rio. But traversing into the realm of illustration gives this classed-up go-kart an added dose of the fantastic as it explores its truly imaginative desire for travel.
Best seat in the house. Reality and fiction merge in these strikingly photorealistic illustrations.
In this unique world built both by pen and by state-of-the-art computer graphics, we get to see the MINI Coupé roam in a style all its own, creating a genre‑defying narrative. But the story didn’t write itself; this project took the collaborative efforts of two dedicated teams, and each attests to the satisfaction felt in seeing their visions squarely executed.
The London-based design boutique ilovedust presents their transformation process.
Speaking on behalf of the illustration team at London-based design boutique ilovedust, Creative Director Mark Graham says, “We wanted to have a real sense of fun and adventure within the artwork and wanted to include as much detail as possible within each scene. We tried to incorporate all kinds of cool ideas so people can really interact with these illustrations.” That’s no mean feat. No detail could have been left unexamined, down to each small reflection on the surface of the MINI Coupé. “With this amount of attention,” hints Mark, “there’s quite a lot happening in every scene… if you really look closely.”
The MINI Coupé joins in the festivities at Rio de Janiero’s fantastic “Carnival”
And don’t be surprised if some of these detailed scenes look somewhat familiar. There are several instances where the stories from the MINI Coupé’s on-screen debut intersect with this illustrated universe and continue within its pages. This clashing of media allowed for the storytelling possibilities to grow. Says Creative Director Marion Heine of Berlin-based agency Plantage, who took the reigns of developing the concept for the graphic novel, “We were determined to do something that had never been done in the genre of sales literature. The whole process was marked by a lot of passion, and when you have a team with so many creative minds — art directors, graphic designers and copywriters all around one table — we all go a bit crazy sometimes… But the ideas were delved into so deeply that it really felt like we were working on something a lot more ambitious and creative than just a car brochure. It really felt like we were making something truly unique.”
Though you may feel swept clean away by the graphic novel’s full color and gripping story, don’t forget to check the MINI Coupé's impressive stats! With 211 horses under the hood, an automatic rear spoiler, 75% more storage than its MINI Hatch cousin, and a wide variety of customizable features, you’ll be grateful this piece of literature isn’t a work of fiction. Care to see the catalogue in person? Just swing by your local dealership to check it out – it’s available now!
Who knows what kind of stories you might end up writing for yourself…
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