MINI Goes Mega on the Las Vegas Sphere
Las Vegas isn’t exactly a city known for its subtlety. When you imagine Sin City, one conjures visions of excess, indulgence, and excitement. Casinos burst with heart-pounding risks, entertainers soar and the dazzling lights of the famous Strip beckon visitors into a world where the line between reality and fantasy blurs. In America’s favorite desert oasis, extravagance is the norm, and the pursuit of pleasure is an art form.
It’s fitting, then, that the city now hosts one of the more audacious creations of the 2020s—the gargantuan Sphere that now dominates the city’s skyline. Boasting a totally unique 360° playability, it’s the largest spherical structure ever constructed, and is even larger than the Statue of Liberty. The Sphere is the largest storytelling canvas in the world, and is even big enough to be seen from space.
Bold, boundary pushing, and infinity meme-able, the Sphere has certainly made an impact on the public imagination since its inception. Beyond the glitz and glamor, the Sphere's seamless integration of cutting-edge technology and artistic innovation reflects the city's commitment to staying at the forefront of entertainment.
MINI is getting the ball rolling on its upcoming take over of the Sphere to unveil the next generation of MINI: THE NEW MINI FAMILY. Taking center stage for the campaign is the new MINI personal assistant, Spike, the beloved digital companion of the MINI brand. To celebrate the release of the all-electric MINI Countryman, Spike is taking his first trip to Vegas to see things up close and personal.
The New MINI Family marks a new generation of cars that takes significant steps in expanding the MINI range of electrified models in their effort to achieve full electrification by 2030. Beyond environmental sustainability, these new vehicles showcase a fresh design approach termed "Charismatic Simplicity."
In a place where the pursuit of pleasure is an art form, MINI and the Sphere converge to redefine the boundaries of automotive innovation. MINI will take over the Sphere from November 27th to December 2nd, with a four-hour special takeover on December 1st, so make sure to catch it before it’s gone.
