MINI opens in Shanghai first brand ‘Experience Center’ in China
German luxury car-maker MINI (owned by BMW Group) opened its first brand “experience center” at the former Shanghai World Expo this week. The center, housed in a 17-meter-high glass building, offers a glimpse of the company’s cutting edge models and brand history. A retail store at the center offers lifestyle products such as clothing, shoes, and luggage. The Mini targets young, urban professionals who are more likely to be attracted to a lifestyle brand. More experience centers are slated, in Beijing and Guangzhou. BMW has been experimenting with such alternative retail centers in other emerging markets such as Russia.