Challenge

When it came to unveiling the new MINI JCW lineup, ordinary wasn’t an option. We set out to break the mould – ripping up the rulebook, ditching velvet ropes and glossy showrooms for something louder, rawer, and unapologetically bold. An experience that lived and breathed the rebel spirit of JCW.

Solution

We reimagined the car launch as a cultural rally. Rebel Base was conceived as a home for the MINI JCW spirit – equal parts garage, safehouse, and playground. The experience was designed to strip away pretence, highlight performance, and connect with MINI’s community in a bold, visceral way.

We wanted a space that felt raw, unconventional, and true to JCW’s rebellious spirit. The answer: transform a unused hangars at 25 Pasir Panjang Power Station into a grungy car garage. Stripped-back, bold, and brimming with attitude, it was the perfect canvas for MINI’s next chapter.

Execution

Over one weekend, the hangar roared to life. Guests pushed limits with the MINI Driver Experience, tearing up the tarmac on the test tracks.

As night fell, Rebel Base came alive – a full-blown block-party inside the hangars. Bathed in pulsing red lights, charged with the grit of Brit rock, and clad in MINI’s signature red-and-black, we transformed the space into a counterculture playground. Neon flares and a touch of grunge electrified the industrial space, transforming it into a counterculture playground where JCW attitude could run wild.