The new not-so mini Mini isn’t scheduled to arrive at dealerships for a few weeks. Although the company is aiming to prime younger buyers interests with two collaborative product launches. The first is a music project with New York based multimedia magazine publisher Visionaire. Called ‘Visionaire 53 Sound’ the issue, which sells on the Web and in stores for $250, includes five picture-disc 12-inch records with a portable record player shaped like a Clubman, trademarked the “Mini Clubman Vinyl Killer.”
The limited edition collectible box sets (around 4,000 made and wrapped in a black plastic orb), include more than 100 original sound pieces of unreleased music and spoken word from a roster of artists including David Byrne, Alexander McQueen, U2, Courtney Love, Yoko Ono, Sonic Youth’s Thurston Moore & Kim Gordon, Andrew WK and Danger Mouse. Visionaire chose to present the music on vinyl as a tribute to the lasting appeal of the Mini.
The other collaboration is a sneaker project with Onitsuka Tiger. The sneakers feature color combinations that match the new Clubman as well as functional details like driving boot style soles with rubber heels. The Onitsuka brand is carried in shops like Journeys and Urban Outfitters.Expect to see a full Clubman advertising campaign appear sometime in February. It’s being crafted by Butler,Stein,Stern and Partners who have worked for the brand previously.