Branding & Strategy


For the launch of their coupé, MINI, the famed British automotive brand owned by BMW since 2000, celebrated this long–anticipated model release with two projects by karlssonwilker. Part 1 was an exploration into the merging of the real and the virtual. (Part 2 was a road trip from Munich to Istanbul)


We initiated a collaboration with UK’s Dazed magazine to produce a 12-page fashion campaign. Six up-and-coming fashion designers were commissioned to share their vision of contemporary urban life style. At the same time, we experimented with the MINI Coupe’s original factory 3D CAD files. Our goal was to bring the fashion shots and the car’s virtual volumes seamlessly together into the same world.

Photography by Anthony Maule
Hair by Chi Wong at Julian Watson Agency
Make-Up by Lisa Houghton/Jed Root






"Grill and Mirror"(Alina wears Paul Stafford)
“Door and Speedometer”(Alina wears Jaeyeon Lee)
"Roof" (Henry wearing Sean Samson)
“Air Vent”(Alina wearing Steven Tai)
“Trunk”(Alina wearing Ziyeon Kim)
Overview of the six finished products