[from BMW Group]
New York. In 48 hours, the waiting will have come to an end and the MINI ROOFTOP NYC will be opening its doors for a whole series of cultural events, combining high-quality performances, discussions and events, will be taking place in New York City from 4 to 13 September 2008.
MINI is the host on the roof of a building in New York City, and on the basis of the lifestyle brand’s “Creative Use of Space” campaign, the MINI ROOFTOP NYC Initiative is aiming to give established and striving artists a platform to develop their creativity. MINI ROOFTOP NYC is a place for artistic appreciation and a place to meet. The event offers the public the chance to experience something together and to enjoy exclusive events featuring stars from the world of music, fashion, design, wellness and more. In terms of the concept, many of the events over the 10 days are open to the public. New York City’s creative scene will come together here with thinkers from all walks of life.
MINI ROOFTOP NYC is taking place at 465, 10th Avenue (corner of 36th Street) on the roof of a building in Chelsea. It will be kicked off by the “Big Bang” event on 4 September 2008, from 8 p.m. onward. Creative management of the event will be taken over by the internationally famous style publication “Dazed and Confused”. The highlight of the evening is currently the most popular band in Brooklyn, New York, MGMT. Their exclusive performance will last an hour, and be followed by a further DJ set from DJ DIPLO.
Further highlights over the next 10 days will include, for example, a photo workshop on 5 September with star photographer Michel Comte in collaboration with the Italian magazine “L’Uomo Vogue” and then, on the late afternoon of 5 September, a cocktail party with the Assouline publishing house to launch the book “Veruschka”, which is a tribute to super-model icon Veruschka. Veruschka herself will be on hand to sign some of her works, and selected prints from her book will be displayed in the MINI ROOFTOP NYC Gallery until 12 September (inclusive).
On 6 September 2008, there will be a major event with what is currently the coolest and most popular fashion brand from Australia, Ksubi. Musical highlights will be provided by the Bang Gang DJs and JDH & Dave P and there will be a typical Australian barbecue for those suffering from hunger pangs, provided by the New York hotspot “Kingswood”.
On 9 September 2008, MINI ROOFTOP NYC will be hosting a fashion show by EDUN (Spring 2009 Collection), followed by a documentary film which shows the EDUN production factory in Uganda. EDUN is the up-and-coming fashion label established by the wife of U2 frontman Bono, Ali Hewson. At the after-show party, music will be provided by DJs Vito Roccoforte and Gabe Andruzzi from The Rapture.
On 10 September, the famous V-Magazine will be gracing MINI ROOFTOP NYC with a mixture of fashion, style and music. Famous models such as Agyness Deyn, Gemma Ward, Lily Donaldson, Anouck Lepere, Jessica Stam and Lisa Cant are expected to attend, along with more star designers and DJs.
The crowning glory will then be the closing event on 13 September 2008, when “VICE” magazine will be responsible for the artistic management. Musical highlights include Yeasayer, No Age and the Refuse DJ Team. Other special guests are expected.
The extensive programme and further information about MINI ROOFTOP NYC and the “Creative Use of Space” initiative are available at www.minispace.com. Further information about MINI can be obtained at www.MINI.com.