Today's current generation people of China, will have no one to question their knowledge reserves, accumulation of wealth, growth ambitions. However, match the needs of young people how to know the world better, experience different city life, let the value of transport and walk more than functional requirements, make travel no longer limited to share photos but really become a real exploration and understanding of the city. Introducing London was our first attempt.
Let the new generation of Chinese see, feel, experience and even take away the real London experience. We invited travel enthusiasts from all walks of life, whether they were picky hotel dwellers, music-obsessed fans, book lovers, underground rock parties, to experience the most interesting neighborhoods, small shops, shopkeepers or buskers, must-see snacks or books of MINI's cognizance.
Finally for all MINI fans, owners of MINI, were presented a six-volume guide to exploring London's streets. Most importantly, this was a project initiated by MINI but crowd funded by all Chinese MINI enthusiasts, the funding was available for enthusiasts to travel and represent to experience, as well as finalizing the final draft of the exploration series. Every crowd funding fan had been given an exclusive handbook - the most comprehensive guide to life in London.