Driven up the wall by first Mini store in Westfield Stratford City

11:55 09 March 2012

Mini Cooper in Westfield mounted on wall outside the new shop. Submitted by Keith Larby on iWitness24.com

Mini Cooper in Westfield mounted on wall outside the new shop. Submitted by Keith Larby on iWitness24.com

(c) copyright citizenside.com

Shopping might drive some people up the wall but bosses at classic British car brand MINI are hoping to drive home record sales as they launched their first high street store this month.

The pop up store at Westfield Stratford City, which will only open for 12 months, is the first store of its kind in the UK, attracting around 4,000 visitors in its first few days of business.

The Mini store aims to bring the traditional British car brand out of the traditional dealership and on to the high street, offering the two newest models, the Mini Coupe and Mini Countryman, as well as the “Beat the Street” clothing line, John Cooper apparel, Mini luggage and an electric Mini convertible for children.

Novelty features include a 3D car configurator so visitors can create their own Mini and an interactive mirror allowing shoppers to try on outfits without removing their clothes.

Jochen Goller, Director Mini UK said: “The Mini Store in Westfield Stratford City is an exciting new approach for our brand, for the first time we are giving shoppers the opportunity to browse the latest Mini models in a retail setting which is completely removed from the established car showroom environment.”

Myf Ryan, general manager marketing Westfield UK said: “We are delighted to welcome Mini to Westfield Stratford City. As a cutting edge, contemporary brand, Mini is ideally suited to Westfield Stratford City’s young and trend conscious consumer.

“This unique venture highlights the versatility of the centre to adapt to the needs of our retailers - now, through the Games and beyond.”

Sign up for our news alerts today!

Our editors' picks for the day's top news delivered to your inbox or phone.

Sign up for email alerts Sign up for mobile alerts
1
2 3 4 5 6
7

Latest London news

Monday, March 2, 2015
The scene at St Pancras station following the death of a person on the Eurostar track (Pic: @VinnieLo)

There are severe delays and cancellations on the Eurostar today after a person was killed on the tracks in Kent.

Monday, March 2, 2015
Danny Dyer and Katie Hopkins went head to head on Twitter after she trolled him

EastEnders actor and all-round geezer Danny Dyer did not back down when Katie Hopkins started trolling him on Twitter today.

Monday, March 2, 2015
Foxtons are opening in Walthamstow on March 14

Foxtons are due to open their first Walthamstow office in Hoe Street on March 14.

Monday, March 2, 2015
Police are searching for a woman who may have been raped on Caledonian Road Pic: Google

The victim of a serious sexual assault is being sought by police after she fled the scene of the attack in Holloway, north London.

Monday, March 2, 2015
(Photo by Mike Hewitt/Getty Images)

Police have launched a new investigation following reports of racist and abusive behaviour from a group of Chelsea fans on a train from London to Manchester following Sunday’s Capital One Cup victory over Tottenham.

Latest Stories from SNAP.PA

As of this year, women are being included in menswear runway shows and men in womenswear runway shows. What does this tell us about the industry’s perspective on gender, and which designers are leading the way?

Read more

The actress just needed to find out how she would meet her end in the ITV drama.

Read more

The town has been evacuated until scientists and doctors can work out what’s going on.

Read more

Promoted content

A look at one of our previous Design Fairs

Chelsea Old Town Hall will be the venue for the renowned Desire Fair from 6-8 March 2015. This stunning mixed media jewellery and silversmithing event where visitors can purchase direct from contemporary designer makers selected from the best in the UK is an event not to be missed.

Take our quiz and find out!

A survey conducted last year revealed that Britain is the fourth sexiest country in the world, with the UK sex toy industry worth an estimated £250 million a year.

What is this?

Near You Now

Don't Miss...

The town has been evacuated until scientists and doctors can work out what’s going on.

The portrait was designed by Jody Clark and received the Queen’s seal of approval. Coins will start appearing in circulation soon.

The portrait of the Queen used on UK coins has been updated, but on exactly how many coins will the design be carried?

Quirky London