MINI (BMW Group)

MINIverse - The First Drivable Metaverse

MINI has achieved global icon status through a progressive brand identity centered on distinct designs, go-cart-like drivability - and being a little bit cheeky. As part of an ongoing, long term project, MINI partnered with Demodern to craft a bespoke Metaverse designed from the ground-up for the MINI community. Taking what we know about one of the most recognizable car brands in the world, we leaned on our experience in Metaverse building, and began developing an experience to match MINI's original, exciting and all-together unique ethos. Our overall goals for the success of the project were guided by a desire to give users an entirely original and immersive experience that transcends traditional brand connection while creating a flexible platform for an unknown, community focused future of the internet.

Introducing our Hero: The MINI Concept Aceman

For our first launch within the MINIverse, our creative process focused around the MINI Concept Aceman, the latest concept vehicle from MINI. After taking a trip to see the MINI Concept Aceman in person, our team worked closely with MINI to define the features that set the car apart - from it's conceptual and innovative user experience, to its rugged yet playful style and design - and began the process of translating the concept car into a Metaverse experience. To portray the vehicle in the right way, we chose a playful approach that focuses on driving and awe-inspiring moments.

Get Behind the Wheel and Drive

From the beginning, we knew we needed to have drivable vehicles in the MINIverse - This is MINI, driving should be at the heart of the experience. It wasn't an easy decision though, as customizable avatars are traditionally core to a Metaverse experience. We focused our efforts on the 3D design of the concept vehicle and innovative driving physics to meet our quick deadline. As a result, users are able to make a more personal connection to the MINI Concept Aceman, while experiencing an entirely new way to explore a Metaverse.

Get Behind the Wheel and Drive

Abstract Spaces

With our core user experiences defined, we began to conceptually create our explorable environments. With an extensive amount of creative freedom, we let our imaginations run wild as we translated a handful of innovative features from the MINI Concept Aceman into bespoke and immersive levels. Together, these unique spaces form an ecosystem that tells the story of the Concept Aceman through natural discovery and immersive play.

Feelings First

We defined our environments by exploring the feelings and emotions triggered by specific features of the MINI Concept Aceman, and discussed abstract visual interpretations that could provide structure and imaginative fun. This process allowed users to experience the emotions - joy, adventure, freedom, surprise, calm, and excitement - behind each feature and gain a nuanced understanding of what makes the MINI Concept Aceman so special.

Make it friendly

What's a metaverse without the possibility to connect and play together? To foster a sense of community, we included a chat and emoji reaction feature which allows users to mingle and communicate within the virtual space. The implementation of multiplayer games and interactivity adds another layer of gamified fun. Users can race around a knitted track, scavenge for bumper stickers or even take a downloadable selfie you can share with friends.

Launching the MINIverse at Gamescom 2022

Gamescom 2022 marked the successful launch of the MINIverse and first public unveiling of the MINI Concept Aceman. Nearly a quarter of million users explored the MINIverse by the end of the four day event. This coupling of physical and virtual interaction showcases the power and flexibility of the metaverse and begs the question, 'Where is the MINIverse headed next?'

MINI (BMW Group)

MINIverse - The First Drivable Metaverse