The theme is the debut of the British music “MINI Camden Edition” “Collaboration with ‘SIRUP'” | GENROQ Web

BMW sells the MINI Camden Edition, a special edition model exclusively for Japan based on the MINI 3-door and MINI 5-door, at authorized MINI dealers nationwide. Deliveries are scheduled for late January 2024 or later.

Exclusive lettering for “CAMDEN Edition” is placed.

Based on the current MINI 3-door and 5-door, the limited-edition The side scuttles, which are also a feature of the current MINI, include “CAMDEN Edition” lettering that imitates sound waves.

The name “Camden” used in the name of the MINI Camden Edition, a limited edition model for Japan available on the MINI 3-door and MINI 5-door, comes from a city located northwest of London, which has established itself as a trendy hub for great clubs and great music after the heyday of Britpop.

The “Camden Edition” has a special logo that expresses the sound of superimposed sine waves in the image of music, and appeals that it is a special one.

The exterior color can be selected from four colors: “MINI Yours Enigmatic Black”, “Nanok White”, “Rooftop Gray”, and “Chili Red”. The standard chrome part of the MINI Cooper 3-door/5-door and MINI Cooper D 3-door/5-door has been changed to piano black, creating a sense of unity with the black roof.

The wheels are equipped with 17-inch roulette spokes with two tones of specially designed spokes. The side scuttles are inspired by music and include exclusive “CAMDEN Edition” lettering that imitates sound waves. In addition, the door sills and interior surfaces were also equipped with exclusive features for the Camden Edition, as well as the side scuttles.

Musician “SIRUP” creates music

SIRUP, a popular musician with a vocal style that moves freely between rapping and singing, has created an original song for the MINI Camden Edition.SIRUP, a popular musician with a vocal style that moves freely between rapping and singing, has created an original song for the MINI Camden Edition.

This time, in the marketing activities of the “MINI Camden Edition”, we collaborated with the musician “SIRUP”. This limited-edition model, which uses music as a design motif, is a model that encourages individuals to express their passions, and has a communication message of “FOLLOW YOUR BEAT”.

In addition, he collaborated with SIRUP to produce original music. In particular, the company plans to develop a marketing campaign with people in their 20s and 30s as the main target.

SIRUP is a popular artist with a vocal style that freely moves between rap and song, and a sophisticated sound that is not bound by genres, fusing gospel and hip-hop with his roots of neo-soul and R&B. We have partnered with many companies and brands, and boast high recognition and popularity from a wide range of people.

Regarding this collaboration, SIRUP commented, “The image of MINI is that it is a car that is packed with originality and identity in a small body, and I feel that SIRUP’s music and this ‘Camden Edition’ have an affinity, including visuals, and I hope that we can get excited together.”

From January 11th, the details of the collaboration and the secret story of the music production will be posted on the “MINI Camden Edition” special site below. The marketing campaign using the original music is scheduled to start on January 19th.

Vehicle body price (tax included)

MINI Cooper 3-door Camden Edition: 4,070,000 yen
MINI Cooper D 3-door Camden Edition: 4.2 million yen
MINI Cooper 5-door Camden Edition: 4,190,000 yen
MINI Cooper D 5-door Camden Edition: 4,320,000 yen

MINI Customer Interaction Center

[Related Links]
・ “MINI Camden Edition” special site

I want to read it together

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