MINI HELLAS employees
A dedicated opening day created for the company's people to connect, celebrate and experience the full festival environment together.
Selected work
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Client production · Brand experience
THE MINI
FESTIVAL
Three summer days designed to bring MINI's people, cars and community together.
3Festival days
2,000+Attendees
AlimosAthens Riviera
July 2023Summer edition
The brief
ONE BRAND.
TWO AUDIENCES.
THREE DAYS.
ZZ.DOT appointed Dream Productions to develop a festival concept for MINI HELLAS that could begin as an employee experience and then open naturally to the public.
Set by the sea in Alimos, the concept combined entertainment, automotive discovery and playful branded details in one open-air summer environment.
Festival format
A SHARED
MINI
MOMENT.
The programme shifted from an internal company gathering to a public-facing festival while preserving one coherent experience.
Open to the public
The following two days welcomed visitors into the festival for live entertainment, screenings, exhibitions and test drives.
Our role
FROM
CONCEPT
TO OPEN.
Dream developed the event concept and stayed responsible for the production system that kept all three days running.
Our team supervised and coordinated the setup, aligned the moving parts of the event and handled the everyday operational tasks required to maintain a consistent visitor experience.
Concept development for a three-day branded festivalProduction and setup coordinationSupplier and event-team supervisionDaily operational managementProgramme flow and audience experience
Inside the festival
MORE THAN
A CAR
SHOW.
01
Live concert
Jerome Kaluta and his group brought a live music moment to the summer programme.
02
Cinema night
An open-air screening with branded details, including custom MINI popcorn boxes.
03
Classic exhibition
A curated display celebrated the design history and character of the classic Mini Cooper.
04
Test-drive circuit
Visitors could experience the latest MINI models through a dedicated driving route.
DRIVE.
WATCH.
LISTEN.
CONNECT.
THE BRAND,
WATCH.
LISTEN.
CONNECT.
What the concept delivered
THE BRAND,
BROUGHT
TO LIFE.
The MINI Festival turned a vehicle showcase into a broader summer experience—giving employees and the public different ways to see, hear, drive and connect with the brand.
Planning a brand experience?
LET'S BUILD
THE CONCEPT.
Bring Dream in for concept development, production coordination and complete event delivery.
Send a brief