“Creative Use of Space” was an integrated umbrella brand campaign developed for the enhancement of MINI’s brand rapport within their creative community.

Focused on creative use of urban space and built to reflect the brand’s own design principles, the campaign involved creative projects, competitions, events, direct marketing and PR activities, the height of which was a Manhattan rooftop party during New York Fashion Week.

All aspects of the campaign were brought together on one international digital platform for the community: MINI Space.


MINI Space is an online magazine and community platform that allows users to dive fully into the MINI brand.

Putting more than 150,000 registered members squarely in the driver’s seat, MINI Space holds creative competitions, covers events and parties, and features stories from MINI drivers all over the world., too, is emblematic of the Creative Use of Space principle: the background of the site is a blank canvas, filled with alternating designs from users themselves.

Since its inception, KKLD* has developed MINI Space editorial for over 900 articles and 25 design competitions in seven languages, periodically relaunching the site for contemporary audiences.

Visit MINI Space.

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