Media Track-Day Experience

The Challenge:
MINI needed to launch the JCW range in a way that reflected its performance credentials without relying on a conventional reveal or static presentation. The challenge was to engage media, creators and dealers with an experience that felt true to the JCW spirit, fast, precise and confident, while working across multiple audiences and several days.

The Solution:
The launch was designed as a live performance platform rather than a single moment. By combining high-speed test drives with a custom-built conference environment, the experience balanced adrenaline with clarity. The approach allowed guests to move seamlessly between driving, learning and content creation, reinforcing the product story through direct participation.

The Idea:
The MINI JCW launch brought the brand to life on and off the track. Guests were invited to experience the range at speed through dynamic test drives, before transitioning into a purpose-built event space that carried the same design language, energy and control.

Every element was shaped to reflect the character of JCW, from the precision of the driving experience to the structure and flow of the conference environment. Rather than telling guests what the cars could do, the launch allowed them to feel it firsthand, creating a clear and credible expression of performance through experience.