MINI, the British premium automotive brand, has reimagined its iconic mascot Spike as a digital character to guide users through the operating concept of the future MINI model family. The English Bulldog, known for its compact and powerful stature, British heritage, and likable nature, has been accompanying the brand’s success story since the debut of the modern MINI in 2001.
Oliver Heilmer, Head of MINI Design, said, “MINI will always be synonymous with emotions and remarkable experiences. That’s why we are now taking Spike into the future as a digital character. And he is not just a design experiment – he is becoming a characterful companion for the user experience.”
As the MINI Intelligent Personal Assistant, Spike provides various forms of support and will make his first major appearance at the Auto Shanghai international trade fair in China from April 18-27, 2023. The reimagined four-legged friend will become an art toy welcoming visitors to the MINI stand as a large-format sculpture. Art toys combine elements of toys and sculptures in the style of urban pop culture.
Spike will also be appearing as an active protagonist in the cockpit of the new MINI Concept Aceman, with the new Spike mode setting the perfect stage for the digital companion. Spike will be presenting to the public for the first time on the circular OLED central display and dashboard of the vehicle, providing comprehensive insights into the digital world of the new model family and his diverse functions.
The MINI Design Team developed Spike from an initial sketch to a versatile companion that draws attention beyond just the vehicle. Wherever Spike appears, he delivers unexpected experiences and exciting encounters. The launch of the brand’s new model family strengthens the emotional connection between person and automobile, which is invigorated by a digital character that Spike embodies in his very own personable way.
The Auto Shanghai international trade fair is the perfect platform for Spike’s first major appearance as an art toy. The fair is one of the world’s largest automotive shows, featuring the latest concepts, designs, and technology from leading automotive brands. The MINI stand is sure to draw attention with the large-format Spike sculpture welcoming visitors.
Spike’s new role as the MINI Intelligent Personal Assistant is an exciting development for the brand and its fans. The digital companion adds a new level of personalization and interaction to the driving experience. With Spike guiding users through the operating concept of the future MINI model family, drivers can expect a more seamless and enjoyable experience.
Spike, the English Bulldog mascot of the MINI brand, has been reimagined as a digital character to guide users through the operating concept of the future MINI model family. His first major appearance as an art toy will be at the Auto Shanghai international trade fair in China, where he will welcome visitors to the MINI stand as a large-format sculpture. As the MINI Intelligent Personal Assistant, Spike provides various forms of support and adds a new level of personalization and interaction to the driving experience. The MINI Design Team has developed Spike from an initial sketch to a versatile companion that draws attention beyond just the vehicle, delivering unexpected experiences and exciting encounters wherever he appears.
The launch of the brand’s new model family, combined with the introduction of the digital character Spike, is an exciting development for MINI enthusiasts and potential buyers alike. This move further strengthens the emotional connection between the MINI brand and its drivers, while also providing a unique and innovative user experience. With Spike’s diverse functions and capabilities as the MINI Intelligent Personal Assistant, drivers will have access to a range of support features to enhance their driving experience.
The post Meet Spike, the Digital Canine Friend of the MINI Brand first appeared on Techreleased.
