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August 26, 2008

Mini Hits Rooftops in New York City

2008_mini_cooper_clubman Mini will be holding a cool cultural festival open to the public in New York City. The event, called Mini Rooftop NYC, will bring together high-profile performances, discussions, and artists, and kicks off on September 4, 2008, with a big-bang event hosted by the international style publication, "Dazed and Confused." The band MGMT is set to headline the evening with an exclusive one-hour performance.  The event will continue through September 13, 2008.

Mini_rooftop_nyc The unique event will be held on the rooftop  of 465 10th Avenue to showcase the Mini automotive brand's international campaign for the "Creative Use of Space." The initiative of the campaign is to give a platform for artists and performers both established and emerging to unfold their creativity. Much of the 10-day series will be open to the public, bringing together New York City's creative crowd with thought leaders from various arenas. Mini Rooftop NYC is intended to be a place for artist appreciation and collaboration featuring icons of art, music, fashion design, wellness, and more. 

Designaminirooftop So how does the Mini fit into all this artistic expression? Well, Mini Clubman vehicles will be used as shuttles to transport guests to and from the rooftop. An ongoing competition that began August 1, invites people to submit their own design proposals for the roofs of the Mini Clubman shuttles. People may upload their creations via the shuttle design Web page.  Who knows, maybe your design can be on the rooftop of a Mini Clubman shuttle! As part of the Mini Rooftop NYC community challenge, DJ's are also encouraged to compete for a chance to perform for an hour at one of the evening events. DJ's can upload their performances at DJ contest Web page as well. Hurry, though, because entries for both these contests will only be accepted through August 29th.

Mini_rooftop_nyc_1 Mini Rooftop NYC will provide visitors with a wealth of amenities for relaxation and creativity including a lounge area, sun deck, art and photography studio space, free WIFI access, and much more. Architecturally, Mini Rooftop NYC promises to be a fusion between the natural and artificial elements where an organic hill is suspended in an abstract grid to create a jarring break from the typical landscape of the city. The New York-based architectural firm of HWKN has been commissioned to design the space. Some of the unique elements will include a grassy lounging hill with seating dimples, a performance stage embedded in a large scale existing billboard, a lighting tower to cast light over the space, as well as act as a visual icon on the skyline and a panorama bar overlooking the Hudson River.

If you're going to be in the New York City area during this time period, this event would be worth checking out. To find out who'll be performing at the events, visit  for more information. Who knew a cute little car could be so much fun!

Jodydevere_webs300_4431 Jody DeVere

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