MINI Brand Store Amsterdam opens with Queens guards

Today, MINI became the first car brand in the Netherlands to open an official Brand store, which offers a large assortment of MINI accessories and lifestyle articles. Visitors can also compose their own MINI on a large screen.

Everything in the store revolves around the pure experience of our favorite British brand.

During a traditional ceremony, four Queens Guards handed the key of the lifestyle shop to the Director of BMW Group The Netherlands Jan-Christiaan Koenders and the Director MINI Netherlands Chris Collet, who allegedy are pictured in the photo to the left. I wonder if they celebrated afterwards by going to one of Amsterdam’s popular cafe shops?

This Saturday the store opens to the public, no words if the smokin’ hot guards will still be there or not, but rumor has it more stores are planned globally, the Dutch Brand Store is a pilot for the rest of the world.

We’ve never seen Queens guards that look like this, and don’t know if they’ll be participating in the change of guard ceremonies at the palace or what-not, but then again they are much more pleasant to look at than the usual stuffy old men in big black fluffy hats that we are used to seeing.

Three cheers for MINI, Amsterdam and old blighty!

[Source: BMW Group, December 19, 2011 in Amsterdam]