United Kingdom – Jung von Matt has unveiled a global brand campaign celebrating the latest design collaboration between MINI and British fashion designer Paul Smith.
The campaign is translating Smith’s renowned “classic with a twist” philosophy into an immersive, design-led narrative that bridges automotive communication and contemporary culture.
Conceived by Jung von Matt Zurich and Jung von Matt London, the campaign transforms Paul Smith’s creative process into a visual journey built around the idea of a “memory palace”, inviting audiences into a series of imagined spaces that reflect the designer’s approach to colour, craftsmanship, and detail.
The concept places Smith’s personality and design thinking at the centre of the storytelling, positioning the collaboration as a cultural expression rather than a traditional product launch.
Creative direction and execution were led by Jung von Matt Group, working with an international network of partners including Accenture Song on social media, Paul Smith Studios, INMOTION, and David Daub.
The campaign was produced across film, photography, outdoor, social, and experiential formats, with a strong emphasis on authenticity through practical set builds, in-camera effects, and tactile production techniques aligned with Smith’s hands-on design ethos.
Targeting a global audience of design-literate drivers and style-conscious consumers, the campaign rolled out across key markets including Japan, Germany, the UK, Switzerland, and the US, reinforcing MINI and Paul Smith’s shared values of creativity, individuality, and attention to detail.
“People today are more design literate than ever–they notice the smallest details,” said 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.”
