25 years of MINI Design at the BMW Group: from the classic Mini to a new icon

The BMW Group has released a six-minute video titled 'From the Original to the Original – 25 Years of MINI Design,' available on its YouTube channel, documenting the design journey from the Classic Mini to the modern MINI. Adrian van Hooydonk, Head of BMW Group Design, highlights the challenge of retaining the original’s soul while advancing its design for a new era. The video features sketches, key decisions, and insights from van Hooydonk and Holger Hampf, Head of MINI Design, emphasizing the brand’s blend of functionality, driving enjoyment, and individuality.

MINI’s transformation under the BMW Group since 2001 reflects a deliberate departure from retro styling, instead creating a distinct identity rooted in technology and culture. The brand’s evolution was shaped by design competitions following the 1994 Rover acquisition, where designers explored options ranging from a direct continuation of the original to a premium-oriented reinterpretation. This process established MINI as a style icon with an emotionally engaging design and a strong personality.

MINI’s design philosophy centers on signature elements such as round headlights, compact proportions, and short overhangs, which remain central to the brand. Holger Hampf notes that these characteristics, combined with customization opportunities, allow each MINI to reflect its owner’s lifestyle. The current MINI Family employs the 'Charismatic Simplicity' design language, simplifying forms to highlight individuality while supporting extensive personalization options.

To celebrate 25 years of modern MINI production, the brand will release a limited-edition MINI Cooper Oxford Edition, honoring its British heritage. The video release coincides with MINI’s ongoing reinvention for an electric and digital future, exemplified by models like the MINI Cooper Electric, which features a modern, puristic design and a compact interior inspired by the classic Mini.