MINI FARM CONCEPT
Project Intro:
In this project, we envision MINI's brand image and value for 2050. Given the anticipated social changes arising from environmental degradation and economic imbalances, I envision MINI evolving into a 'bridge', seamlessly linking cities, nature, and individuals
Project Type:
Brand strategy, Ideation
Work time:
Oct. 2022— Oct. 2022
Team or Individual:
Team work
MINI FARM STATEMENT
In 2050, Mini Farm is a new community idea that utilizes unfinished buildings/projects to bridge the gap between community, cultures, and different generations, that is heavily focused on a technology world.
Mini hopes to build bridges between communities with enthusiasm, imagination, creativity, and sustainability.
The project is hosted by the Mini community. In raised beds and vertical plantings, Mini begins to take over the building, infusing it with an antidote to concrete – plants and state-of-the-art green technology.
MINI IN 2022
Different from other brands, the Mini brand has a unique spirit. Mini has an inclusive brand culture, maximizing a humanistic spirit and innovative experience.
MINI VALUE IN 2022
· MAVERICK
· SENSUOUS
· FREEDOM
· CONFIDENCE
· SUSTAINABLE
CITY IN 2050
After 30 years, our lives are even more stressed, and our economy is still in recession.
We heavily rely on electronics while being fully immersed in the metaverse. We are more dependent on door-to-door service. All work and lifestyle are indoors and most work is remote.
OUR CITY IS LOSING ITS VITALITY.
What are the chances for MINI? The environmental problem is a problem that each of us will face, and it is also a problem that a dynamic brand like MINI needs to solve
HOUSE VACANCY RATE IN CHINA
There are 28 large and medium-sized cities in China with an average housing vacancy rate of 12%. As of 2050, the vacancy rate of apartment buildings has reached 20-25%.
12% in 2022
25% in 2050
BUILDING IN 2050
· Release of toxic gases
· Wasted land resources
· Decline in quality of life of residents
WHAT DOES MINI WANT?
MAYBE A BETTER COMMUNICATION
PLANTS CONNECT PEOPLE
·The oppressed world is gray, and the green color of plants can often make people relaxed in an oppressed world. At the same time, plants full of vitality will awaken people's inner energy.
Plants also act like a bridge, connecting people together.
MINI VALUE IN 2022
· ENERGETIC
· INNOVATIVE
· COMMUNICATIVE
· BRIDGING
· SUSTAINABLE
THIS IS MINI FARM, THIS IS HOW MINI IN 2050
Jack is a company employee who has worked remotely from home for a long time. His virtual world is becoming his main life. This leads to Jack having no time to make friends. His life is a mess.
One day, Jack decided to go for a walk. He felt a great change in his surroundings, especially in the city where the a vacant building had now started to turn green.
He learned that it was a community redevelopment project created by MINI
Being away from the real world for a long time, Jack is full of curiosity about this building. He decided to go in and have a look.
Jack walked into Mini Farm and found that it was converted from an abandoned building. There is a "big tree" full of green plants in the central hall, and the branches of the "big tree" are expanding outward.
Jack walked into the second floor, which looked like a tropical rainforest, with relaxing air and some soothing music.
Also, he saw many people sitting on futons, their whole bodies covered with leaves as if they were meditating.
A BRIDGE TO OURSELVES
Jack also found a place to sit down and connect to the brain-computer. With the scent in the air, he started to enter the meditation space.
Here, the MINI Farm is a bridge to help people get to know themselves better and generate the desire to connect with others.
Jack came to the third floor. There were many compartments in this floor’s hall, and each compartment had some plants in it.
Jack walked into a cubicle and started touching the plants. Suddenly, he heard a voice and that voice on the other side was processed.
He didn't know whether that voice is American, German, Spanish or Chinese or other nationalities.
A BRIDGE BETWEEN COMMUNITIES
After communication, Jack found that it was very interesting to share his story with others and get different perspectives and feedback.
Here, the MINI farm offers a world without discrimination and no one makes a judgment about who they are talking to.
Jack walked into the fourth floor. Compared with the common green plants on the previous three floors, there are more kinds and colors of plants here, from all over the world. Specimens or seeds of some extinct plants are also displayed.
In the virtual world, Jack saw that the plants that were placed in front of him had changed into the virtual world. Here he saw Japanese local people walking around in the Japanese-style street, accompanied by Sakura trees.
A BRIDGE BETWEEN CULTURE
In the VR world, Jack saw that the plants that were placed in front of him had changed into the virtual world. Here he saw the Japanese local people walking around in the Japanese-style street, accompanied by Sakura trees.
Here MINI Farm is like a bridge, bringing plants from all over the world, connecting people's understanding of nature and also the world's culture
Going to the fifth floor, the space here is as big as the first floor. But unlike the tree roots of the first floor, what can be seen here are tree buds. Many people sit inside the tree buds.
A BRIDGE TO DIFFERENT GENERATION
Here, Jack can use some high-tech tricks that allow him to describe and record memories and even smells.
Here, the MINI farm is a memory capsule and a bridge, helping people to reduce barriers between them and their children or grandchildren. It is easier for other people's children to intuitively understand what the world of their elders is like.
Jack walked out of the building feeling good after visiting all the activities. On his way home, he noticed that the areas near his house were all covered with plants.
Walking further, Jack turned around and saw that all directions around the Mini Farm were starting to be covered with plants. It subtly affects the ecology of the surrounding buildings, just like connecting other buildings.
A BRIDGE TO OURSELVES
A BRIDGE BETWEEN COMMUNITIES
A BRIDGE BETWEEN CULTURES
A BRIDGE TO DIFFERENT GENERATIONS
We want to rebuild cities and let them be vibrant again. we want people who are immersed in the virtual world to rebuild a new life……..
ONLY MINI
Because MINI emphasizes being Energetic, Innovative, Communicative, Bridging, and Sustainability. MINI has always led a crowd with its uniqueness. In the world of MINI, it is full of energy, communication, and big love. The unique culture makes only MINI suitable to do it.