Executives think outside the box for launch of Mini Roadster

PUBLISHED : Monday, 30 July, 2012, 12:00am
UPDATED : Monday, 30 July, 2012, 12:00am


British automobile brand Mini's new showroom in Wan Chai was transformed into an adventure park for the launch of the new Mini Roadster last Thursday.

Company executives, celebrities and the media anxiously waited for the unveiling of the car, which was initially hidden in a cardboard box. After much suspense, the Roadster was revealed, with Kandy and Sebastian from the group Sugar Club inside.

The Mini Roadster is the sixth member of the Mini family. Although it has a similar appearance to previous models, it has improved technical capabilities, providing 'simply the coolest way to experience adventure'.

The two-seater convertible has a low-slung design, available in nine colours - from chilli red to electric blue. It boasts a more masculine and sporty energy. As Joanne Lai, the brand's marketing manager, says: 'It's for someone who loves the open road.'

Alongside the Roadster model, the launch also celebrated Mini's new Wan Chai showroom, featuring more floor space for customers to customise their vehicles.

Mini's British Mod Exhibition - running until August 5 in the Hopewell Centre, opposite the showroom - opened on the same day and offers visitors a chance to experience true Mod culture.