MINI Paul Smith Edition Hits The Road For The First Time

Mini launches global campaign inspired by Paul Smith

Jung von Matt has unveiled a new global campaign celebrating a design collaboration between automotive brand MINI and iconic British designer Paul Smith. The work translates Smith’s signature approach, often described as classic with a twist, into a visually rich narrative that draws audiences into the designer’s creative world. Design-led storytelling on a global stage Conceived by Jung von Matt Zurich and Jung von Matt London, the campaign tak…

MINI Paul Smith Edition Hits The Road For The First Time

Having renewed its entire lineup over the past couple of years, MINI is now turning its attention to special editions. It’s a smart way to lure customers back into showrooms even when there aren’t any brand-new models on display. The Oxford-based company comes off the back of a solid 2025, with deliveries jumping by 17.7% to 288,290 units. MINI has teamed up with legendary designer Paul Smith to inject some pizzazz into select models. We first s…

The fully electric MINI Cooper SE Paul Smith Edition blends iconic design with modern performance

MINI has introduced a striking new collaboration with British designer Paul Smith, unveiling the MINI Paul Smith Edition across the entire MINI Cooper family. Blending the brand's iconic aesthetic with Smith's "Classic with a Twist" design philosophy, the special edition brings a playful, optimistic character to both electric and combustion models. The first to arrive is the fully electric MINI...