Immediately after checking in via tablet at the entrance to MINIUSA’s downtown L.A. HQs and grabbing a smokey whiskey cocktail from Greenbar Craft Distillery (made from hand-pressed organic produce), I knew we were in for a unique gathering introducing the new Clubman series to an invitation-only crowd.
Inside, it was a salute to local craftsmanship; with a jazz ensemble providing a soundtrack at the far end of the space, guests visited a mix of L.A.-based artisans’ exhibits, including Graf + Lantz and Chocovivo. Irene did a chocolate tasting at the latter and had monogrammed leather luggage tags made at the former that she picked up at the end of the event. Meanwhile, I sampled beers from Eagle Rock Brewery and browsed some furniture made from repurposed/reclaimed materials by Fort Goods.
“This is an event about sharing not just what we make but why we make it, about being inspired and passing it on. A Mini isn’t just made, it’s crafted,” said an event promo.
Indeed, the “Mini Reinvented” event was a story about craftsmanship, “not a story told by a brand to its consumers but one told by a community to its members,” as the promo went on to say. “It’s about turning a day of work into a work of art.”
After about an hour of mingling and sampling a variety of circulated hors d’oeuvres, we moved to the showroom, where the Clubman was unveiled. Irene posed a few options-related queries to one of the Mini reps and a few moments later I spotted her looking a little too comfortable behind the wheel of a sporty Mini Cooper convertible.