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 third foray into co-working is an office and workshop in New York ’s Greenpoint called A/D/O and described by the company as a “large-scale experiental space” that targets Brooklyn designers. It will also house Mini Living 's accelerator programme, Urban-X. 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. It will also house Mini's accelerator programme, Urban-X. In addition, Mini is looking at expanding into selling clothes and offering mobility services.