Having introduced its electric Aceman concept car accompanied by its mission to be fully electric by 2030 last year, MINI returns to gamescom to present its latest innovation — the MINI Interaction Unit.
A first for the automotive industry, the car brand has teamed up with Samsung Display to launch its latest offering. Boasting its most advanced OLED technology, the center console, featured in its new family of cars, arrives with several interactive modes for users to choose from to elevate their driving experience.
Championing individuality, its “Personal Mode” feature allows drivers to alter the ambiance of the cockpit to reflect their personal tastes by using the MINI app to upload their own images, select a color, and customize the display and the lighting mood across the interior of the car.
Tapping into the fandom of gaming culture, the car brand has unveiled an interactive installation at gamescom. Reimagining the new innovative center console unit as a sci-fi-inspired 5m immersive incubator, visitors experienced its unique features through larger-than-life versions. After getting their pulse measured on a hand scanner, the lighting mood changes throughout the booth as well as the movement of the MINI silhouette in the incubator and the music, with everything adjusting to the visitor’s own heartbeat.
Furthering its relationship with the gaming community, MINI also supported the Cosplay Awards by enlisting Maul Cosplay to represent the brand as a judge at the ceremony, where winners received an invitation to “MINI UNITED” — the launch party of the new MINI family.
Check out the images of the MINI Interaction Unit installation at gamescom in the gallery above. For more information, visit the brand’s website.
