DATE :
Saturday February 22nd 2003

LOCATION:
L’Olympia Bruno Coquatrix. Paris
More than a concert hall, L’Olympia is a myth.
It was the first time that the legendary place hosted such an event.
For this occasion, all the seats were removed in order to create a gigantic dancefloor.
Two MINI cars were displayed on stage, surrounding the Djs.

SITUATION :

La Récré MINI is a playful and creative event concept developed by La MJC in exclusivity for the MINI cars.

La Récré MINI ’s calling is to take place in prestigious and attractive locations.

La Récré MINI iss an original one night event,that a fan of urban cultures can not miss.

CONCEPT :

La Récré MINI mixes music with images projected on screens.
That’s why La MJC worked on this project with the leaders of the main cores of urban cultures : Dj’s, graphic artists, creative directors, fashion photographers, stylists, urban artists, designers, directors.

Indeed, La Récré MINI included the projection on wide video screens of an artistic magazine entirely dedicated to MINI.

The content of these projections was graphic interpretations, videos and photos by the some of the most talented artists from France and abroad.

For the 2003 edition, the artists who worked on the project were :

-Graphic Art and Video :
Wk interact, Oclock, NonConceptual, Zevs, Space Invader, Stak, Honet, IndesignWeTrust, Surface 2 Air, Evil Design, Xavier Faltot, X2N, Yawata, Kungfuyoga, Lindsay, Julien Gosset, Sylvie Auvray, Maydee, Leo Hinstin, The Microbians, Senz etc?

- Photo :
Xavier de Nauw, Geoffroy de Boismenu, William Snieg, Keneth Capello, Sebastien Meunier, Mai Lucas, Felix Lahrer, Renata Di Marco, K-Tya, Fluoboy.

Music line up:
Very concerned by the association of MINI with the greatest artists of electro music, La MJC proposed :

KENNY DOPE, from Masters At Work.
Dee Nasty
Dj Medhi
Pedro Winter

GOALS

- Increase the standing of MINI image in the opinion of a public constituted by trend setters and well informed people.

- Introduce the MINI cars thanks to actual vehicles and original and conceptual artistic interpretations.

EXTRA PARTNERS:

Technikart and Les Inrockuptibles for Press.

Radio FG for Radio.

MCM forTV.

La MJC for the street Marketing, with 15000 flyers, 10000 posters and 10000 stickers distributed over 3 weeks prior to the event.

RESULTS :

- 2200 attendees, including 900 guests of MINI and La MJC. A huge success and a massive unprecedented promotion in the streets of Paris.

- The name of MINI and the event in red light letters on the Olympia’s facade.

-A Performance of Kenny Dope in France. Unforgettable !