MINI Goes Hollywood

Maybe it is a tribute to the return of Madonna (remember the 1986 “Open Your Heart” video?), but MINI has undertaken a rather cleverly risqué approach to “revealing” the MINI Roadster in Hollywood, having taken over a building on the corner of Hollywood Boulevard and N.

Maybe it is a tribute to the return of Madonna (remember the 1986 “Open Your Heart” video?), but MINI has undertaken a rather cleverly risqué approach to “revealing” the MINI Roadster in Hollywood, having taken over a building on the corner of Hollywood Boulevard and N. Sycamore and reconfigured it for the “MINI Roadshow Peepshow Spectacular.”

For 25 days (until April 22) people, presumably attracted by the signage, such as that shown here, can push a button which results in a window blind rolling back and the MINI Roadster is visible, under a disco ball and slightly veiled in smoke, rotating on a table.

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Explained Jim McDowell, Vice President MINI USA. “Our Peepshow reveal in this prime Los Angeles location sets the scene perfectly for our latest model which delivers more fun than one person can handle with its exhilarating ride and unlimited headroom.” (Unlimited headroom? It is a cloth-top.)

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At the very least, the car is a whole lot more authentically pleasing than those people outside the Kodak Chinese Theatre wearing Spiderman and Batman outfits that appear to have been sewn by people in a home ec class.