News: MINI takes over rooftop in NY.

As summer transitions into fall, MINI will be taking over a rooftop in the Clinton neighborhood of New York for ten days, starting on September 4th. The rooftop was designed by local architecture firm HWKN, and will including LED lighting and an 8 ft. grass hill. As CScout provided MINI strategic consulting in the early stages of this project, we’re excited to see it all coming together.

In the crowded event calendar of New York, MINI has produced an impressive schedule of events. During the day, the 4,500 sq. ft. rooftop will host everything from daily yoga and pilates classes from CLAY to one off sessions on fashion publishing. At night, magazines such as Good, V, and Vice will be hosting parties. Luminariy DJs such as James Murphy of LCD Sound System, DJ Kaos, and DJ Diplo have been enlisted to spin sets.

Just as everyone’s summer shares are coming to an end, the MINI Rooftop, 465 10th Avenue (at 36th Street) brings together design, architecture, well-being, and music. As for MINI, they will be integrating themselves into the New York mindset where taxis are the first thing that come to mind when cars are mentioned.

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