There’s a new member of the MINI family - but it’s not a car: Spike is the digital companion for MINI enthusiasts, drawing attention far beyond just the vehicle. So get ready for the next chapter in Spike's story – taking him both on and off the road.
As a true MINI fan, you’re likely already familiar with Spike, who has a long history with the brand. Since the debut of the modern MINI in 2001, the character has faithfully accompanied us as our partner in crime. With the release of the new MINI family coming in the autumn, Spike will be taken into the future as a digital character. For the MINI community, the MINI Design Team developed Spike from an initial sketch to a versatile companion that draws attention in- and outside the car. "He is not just a design experiment - he is becoming a characterful companion for the user experience," explains Oliver Heilmer, Head of MINI Design.
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The MINI Design Team developed Spike from an initial sketch to a versatile companion. Here you can see how Spike looks on paper.
Reimagined and brought to life in the digital world.
Now, you might be wondering where you can meet MINI's old-new partner in crime. One thing is certain: in the next few months, there will be plenty of opportunities to make his acquaintance. First of all, he has been reimagined and brought to life in the digital world, in the role of MINI Intelligent Personal Assistant within the new "Spike mode." As such, he will provide various forms of support within the OLED displays of the new vehicles.
Spike has already made some big appearances, where MINI fans could catch a first glimpse of him. At the world premiere of the MINI Concept Aceman in 2022, and at the Auto Shanghai International in China in April 2023. At these occasions he welcomed visitors at the MINI stand in the form of an art toy – an independent work of art that combines elements of toys and sculptures in the style of urban pop culture. MINI will provide comprehensive insights into the digital world of the new model family, and Spike’s diverse functions, in the course of 2023.
Spike is also brought to life within the new “Spike mode”. As MINI Intelligent Personal Assistant this friendly companion will provide various forms of support within the OLED displays of the new vehicles of the new MINI family.
Stronger connection between vehicle and driver.
With the launch of the brand’s new model family, MINI plans to strengthen the connection between driver and vehicle. This is invigorated by a digital character that Spike embodies in his very own personable way. Wherever he appears, he delivers unexpected experiences and exciting encounters. So get ready to discover all that Spike has to offer, and experience the new MINI family like never before.
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The creation of a true companion: MINI will provide comprehensive insights into the digital world of the new model family and Spike’s diverse functions in the further course of 2023.
