The MINI brand is known for its quirky and fun-loving approach to design and engineering, and its latest innovation is no exception. Meet Spike, the beloved canine friend of the MINI brand who has been reimagined and brought to life in the digital world.
Spike, inspired by the look of an English Bulldog, serves as the MINI Intelligent Personal Assistant, providing various forms of support to drivers of the future MINI model family. Spike has been a part of the MINI success story since the debut of the modern MINI in 2001. At the time, the bulldog was considered the perfect animal equivalent of the MINI due to its compact and powerful stature, British heritage, and likable nature.
Now, Spike has been taken into the future as a digital character, serving as a characterful companion for the user experience. As MINI Head of Design Oliver Heilmer states, “MINI will always be synonymous with emotions and remarkable experiences. That’s why we are now taking Spike into the future as a digital character. And he is not just a design experiment – he is becoming a characterful companion for the user experience.”
Spike makes his first major appearance at the Auto Shanghai international trade fair in China, where he will become an art toy welcoming visitors to the MINI stand as a large-format sculpture. Art toys are independent works of art that combine elements of toys and sculptures in the style of urban pop culture.
In addition to his role as an art toy, Spike will also appear as an active protagonist in the cockpit of the new MINI Concept Aceman. The new Spike mode sets the perfect stage for the digital companion, presenting him to the public for the first time on the circular OLED central display and dashboard.
MINI will enable comprehensive insights into the digital world of the new model family and Spike’s diverse functions in the further course of 2023. Wherever Spike appears, he delivers unexpected experiences and exciting encounters, drawing attention beyond just the vehicle.
The launch of the brand’s new model family strengthens the vehicle’s connection with drivers’ individual lifestyles. This emotional connection between person and automobile is invigorated by a digital character that Spike embodies in his very own personable way. Spike is more than just a design experiment, he is a characterful companion for the user experience and a unique addition to the MINI brand.
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