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.

MINI opens ‘Experience Center’ at Shanghai Expo