The Place-to-be

As part of IAA Mobility, MINI unveiled two unique John Cooper Works showcars at the MINI Pavilion, underlining the brand’s strong connection to motorsport. Created as part of a collaboration, the vehicles celebrated their world premiere at Lenbachplatz, combining MINI’s racing enthusiasm with the design and surf culture of DEUS. For the duration of the IAA, the pavilion was entirely dedicated to the John Cooper Works sub-brand, showcasing the showcars in a striking setting. In the evenings, events and concerts complemented the program, turning the pavilion into a place for presentation and cultural exchange.

The MINI community also played an active role during IAA Mobility. At the Community Day, numerous MINI clubs came together for a joint drive in their own MINIs. Starting at Gut Kaltenbrunn at Lake Tegernsee, the drive led through Munich to the MINI Pavilion. There, drivers and other enthusiasts came together for music, BBQ and conversations within the community.

The METZLER VATER team was responsible for the full operations as well as the guest and event management for the MINI Pavilion and the Community Day during IAA Mobility 2025. Our thanks go to our partners Zeeh Design GmbH, Y.OUR Event & Catering, Meiré und Meiré, PACIFIC UEG and TRUST Promotion for the trusting collaboration.