Mr. Heilmer, when you joined MINI in 2017, how did you develop the vision to take the model into the future?
Given that MINI is a very traditional brand, the question was: how do you move such a brand into the future? To answer this, we had to go back to the time when the classic Mini was created, to understand the spirit of Sir Alec Issigonis and to extrapolate where the MINI brand is heading in today’s context. The next step was to approach the essence of the original Mini with a very diverse team and develop our own creative thinking. On this basis, we developed a design vision for the entire brand that would guide our new product designs.
What was the biggest challenge in developing an entirely new design language?
The biggest challenge was to continue to engage with the strong history of the brand, then and now. The first MINI was totally disruptive. That’s part of the story. Now you could say that MINI is disruptive and we forget everything that came before. But then we would lose the heart of the brand. Instead, we are now talking about an independent character. And the MINI Cooper quickly became our icon. We stay close to the original idea of the original, which is a strong character but with as few resources as possible. “Charismatic simplicity” expresses that too.
What does MINI’s new design language “Charismatic Simplicity” represent and how is this reflected in the new MINI Aceman?
It’s about strong characters and each family member taking their place within the MINI family. If you look at the side of the MINI Aceman, for example, it has a very unique design language and unique graphics on the wheel arch covers. It looks compact and agile and has a drive to move forward. That’s what makes this character so charismatic. At the same time, it avoids unnecessary style elements. The exercise was to describe my character using as few resources as possible.
How would you describe the character of MINI Ace Man?
The MINI Aceman is a unique, practical and expressive everyday companion. It enters a fresh and naive world and takes its place at the heart of the MINI family. In urban areas, it appeals to customers of all ages who value individuality and individuality with its edgy and independent character.
Why is the MINI Aceman the first vehicle of its kind?
The MINI Aceman reinterprets classic MINI values in a modern, all-electric crossover format that is perfectly suited to urban environments: it offers a high seating position, a sense of safety and spaciousness, without compromising on the compactness and maneuverability that are hallmarks of MINI.
What provides fresh inspiration for the development of new MINI models?
Inspiration is never accidental, but comes from regular, targeted exchanges within the team, where each member shares experiences that he finds inspiring and fascinating – one person built skateboards, for example, another lived on a yacht for two years. I roughly distinguish between direct and indirect inspiration. These are all part of the indirect inspiration that fuels this spirit and can be found in materials, surfaces and the digital. Direct inspiration can come from architecture or fashion, for example. However, what is crucial is the creative discussion within the team.
How do new sustainably produced materials influence the MINI design process?
Our brand design vision is based on a creative mindset that includes four guiding values: heartbeat, curiosity, responsibility and daredevil. These values represent our fundamental principles such as tradition, curiosity for the new, sustainability and the courage to stand out. Sustainability and the responsible use of resources do not mean for us to give up, but rather to explore new possibilities in the creative process. Instead of materials such as leather, we use alternative technologies that allow for more freedom of design and individualization, such as the use of patterns and two-tone colors. For example, one of the central design elements, the 3D knit, is inspired by the sneaker industry. Furthermore, we replace chrome with a new color, Vibrant Silver, especially for aesthetic reasons.
Which design innovation of the MINI Aceman are you particularly proud of?
Two things in particular both have to do with size: the MINI Aceman is extremely compact thanks to its very short front and rear overhangs. And yet the vehicle is extremely safe – this is the result of truly outstanding engineering work. But it’s not just what meets the eye that’s special. We also want to draw your attention to how we handle the overall feeling of space in the interior to achieve maximum lightness.
Are there any hidden design gimmicks that only become apparent upon closer inspection?
The idea behind the little Easter eggs that we have hidden is the fact that as humans we want to be surprised – not necessarily at first, but also after a certain time has passed. Digital innovation allows for playfulness, for example by displaying the navigation arrow as a small MINI or a large rotating record in the central instrument. This is how Spike, the animal friend who has always been a faithful companion of the brand, was born. And with this, the idea was born to offer a kind of digital companion: Spike appears in the MINI and lives, so to speak, inside the display.
In what direction would you like to see MINI design develop in the future?
As a team, we believe that the Creative Mindset will remain a guideline with the same relevance for our future products. And at the same time, we will place even more emphasis on the values of responsibility. Curiosity and responsibility – we are now incorporating these values into our next generation thinking.
If you could design one product other than cars, what would it be?
I can imagine many things, but if I had to choose, I would say a sailing ship. I have sailed maybe five times in my life, and I am still fascinated by the water and the battle with the forces that reign there. For my graduation thesis, I designed a trimaran together with a fellow student, with the question of whether it is possible to design a “car” in the field of mobility that does not necessarily have to take place on the road. There is still a lot of potential there.
(Tag Translation)MINI Aceman
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