Mini is diversifying into design-led real estate, aiming to address the lack of living and working space in modern cities. The move is also aimed at reinventing itself as a lifestyle brand as a way of responding to the growth of ride-sharing and self-driving cars. Mini’s first foray into co-working is an office and workshop in Brooklyn ’s Greenpoint called A/D/O and described by the company as a “large-scale experiental space” that targets New York designers. In addition to its offices in Brooklyn, it has two other locations in Manhattan — one on West 57th Street near Gramercy Park and another on East 56th Street, just off Fifth Avenue. “This is a space that should be there in the long run,” she said. In addition, Mini is looking at expanding into selling clothes and offering mobility services.
Mini is diversifying into design-led real estate, aiming to address the lack of living and working space in modern cities. The move is also aimed at reinventing itself as a lifestyle brand as a way of responding to the growth of ride-sharing and self-driving cars. Mini’s first foray into co-working is an office and workshop in Brooklyn ’s Greenpoint called A/D/O and described by the company as a “large-scale experiental space” that targets New York designers. In addition to its offices in Brooklyn, it has two other locations in Manhattan — one on West 57th Street near Gramercy Park and another on East 56th Street, just off Fifth Avenue. In addition, Mini is looking at expanding into selling clothes and offering mobility services.