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Google PlayWhat comes to mind when you think of the modern MINI? That it’s a British icon? The descendant of a 60s classic? Maybe even that famous car chase down the steps in The Italian Job?
You may be less aware that the brand invests heavily in sustainability and recycling. Within the next couple of years they’ll have an electric vehicle offering in every one of their market segments and by 2030 will be 100% electrified. MINI’s commitment to sustainability doesn’t stop there—they recycle 99% of the waste produced in their manufacturing, and 15% of the plastic components in their cars are from recycled materials (with an aim to lift this to 25%), as well as up to 40% of the metal.
“I work in a lot of mediums and their common thread is sustainable thinking, which is why I was drawn to working with MINI,” he says.
“When the partnership first came up, the thing that I thought about most was going back to MINI’s original designer, Alec Issigonis. His brief was to redesign, or reimagine, the car in a time the world was facing an oil crisis (the Suez Crisis of 1956). Which is fitting to our own time also, right? There’s a climate crisis that we’re all dealing with, and people are trying to design solutions for it.”
“A lot of it is about experimenting and trialling, especially on a smaller creative scale. I think bigger organisations have a responsibility to put in the infrastructure to make sure those things really happen, which is why it’s great to see MINI leading the way on this.”
