BMW's individualistic Mini brand has revealed is sponsorship of an interesting cultural event held on the rooftop a New York City building beginning September 4 through 13. Entitled the Mini Rooftop NYC, the weeklong series of festivities features a number of talks, high-profile performances, and artistic displays aimed at giving established and emerging artisans a new forum for expression.
The rooftop activities are based on Mini's international "Creative Use of Space" campaign and are open to the public. Design of the creative space has been undertaken by NYC architecture firm HWKN, which has cleverly fused the natural and artificial elements of the city into an area said to "create a jarring break with the typical landscape of the city." A large grassy hill with seating dimples will be in place on the rooftop, as will a stage and large billboard setup. Lounge areas, a sundeck, art and photo studios, and free wifi access will be available to all Rooftop guests.
Scheduled to begin the festival is a "big bang" party headlined by MGMT, Vito Roccoforte and Gabe Andruzzi from The Rapture. Adding to the cultural collectiveness is an online competition giving DJs the chance to win a one-hour open session at one of the Rooftop's night events. Interested DJs can submit their samples via the event's site at www.MiniSpace.com beginning today. Artists will also get the chance to gain some recognition through a design proposal contest. Winning proposals will be printed on the roofs of Mini Clubman Shuttles used to transport guests to and from the Rooftop. Entries will be accepted August 7 through 29.
To keep up with the latest Mini Rooftop NYC developments, be sure to visit the event's official Web site. If you happen to be in the city near the Lincoln tunnel at 465 10th Avenue, stop by and revel in the culture.
Source: Mini
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