Jung von Matt has developed a global campaign marking a new design collaboration between MINI and British designer Paul Smith. Rather than centring on the product itself, the work explores how Smith’s long-established design philosophy, often described as “classic with a twist”, can be translated into narrative form.
Design as narrative framework
Conceived by Jung von Matt’s Zurich and London teams, the campaign takes a design-first approach that sits somewhere between automotive communication and cultural storytelling. The central device is a “memory palace”: a guided journey through imagined spaces that reflect different aesthetic principles shaping Smith’s work. Each room functions as a visual metaphor, allowing colour, materiality and detail to carry the story, while keeping the designer’s process and personality in focus.
A multi-partner production model
The campaign was realised through collaboration across multiple international partners. Creative direction and execution were led by Jung von Matt Group, with additional contributions from Accenture Song on social media, alongside Paul Smith Studios, INMOTION and David Daub.
The idea was developed across film, photography, outdoor, social and live formats. Production leaned heavily on physical builds, in-camera techniques and tactile elements, reflecting an emphasis on craft rather than post-production spectacle.
Speaking to a design-literate audience
Instead of framing the collaboration as a conventional launch, the campaign positions it as an exchange between creative disciplines. By foregrounding design culture over product messaging, the work targets an audience already fluent in aesthetics and authorship. Its rollout spans markets including Japan, Germany, the UK, Switzerland and the US, where design-led narratives tend to travel more easily than traditional automotive advertising.
“People today are more design literate than ever – they notice the smallest details,” says Christian Kies, Creative Lead at Jung von Matt. “Our goal was to guide them through the designer’s thinking so that every visual element feels intentional, earned, and true to both collaborators.”
