So, if you're a budding designer, get scribbling, because MINI is offering a €10,000 bursary to the person who can design a stand that best reflects both the history of MINI and the spirit of the festival.
MINI will be showing off three new sub-brands at the show. A/D/O is named after the secret design office in which Sir Alec Issigonis worked to design the original Mini in 1959 - the Amalgamated Drawing Office at the British Motor Corporation. The modern-day A/D/O has been established as "a meeting place for pioneers from diverse backgrounds." Basically, it's a MINI-backed think tank, where creative types can come together and help work out solutions to future challenges, both inside and outside motoring.
Meanwhile, MINI Urban-X is a start-up funder, which every six months selects as many as ten new start-up firms and invests in them, in order to help new ideas and innovation get off to a flying start.
Finally, there's MINI Living, which is another design and innovation think-tank, but this time with the specific intention of creating better urban living spaces. The original Mini was revolutionary in how it used its interior space, and the idea is that legacy can be built upon to help the cities of the future.
Anything else?
Austin Behan, General Manager for MINI Ireland, said: "The space should blend in harmoniously with the Body & Soul Festival theme, Rituals, and take design cues from MINI's brand history and heritage. By collaborating with Body & Soul Festival we have an opportunity to showcase in Ireland how MINI is more than just a car brand but a leader in creating solutions for future urban living spaces, through MINI Living, Urban-X and A/D/O."
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