HYM × Shanghai MINI
Dynamic Departure, Vinyl Picnic
Merging the thrill of driving with the retro charm of analog sound, HYM partners with Shanghai MINI to release the co-branded turntable "Seed-MINI." This collaboration is not just a clash of product design, but a redefinition of modern mobility and lifestyle, taking high-fidelity music from the living room into the great outdoors.
Dynamic Design: Walnut & Circular Runway
Aesthetically, the "Seed-MINI" turntable is crafted with premium classic walnut wood and innovatively features a "circular runway" design on the platter. As the record spins, the runway creates a striking sense of dynamic motion. This clever design is not only playful but also perfectly highlights MINI's cute and stylish brand positioning.
Outdoor Exploration: The "Vinyl Picnic"
Music belongs not only at home but also on the journey. In August 2018, HYM and Shanghai MINI co-hosted a series of exclusive VIP and test-drive events. Using the MINI's trunk as a creative canvas, the campaign championed the innovative lifestyle concept of a "vinyl music picnic," encouraging urbanites to explore nature and freedom accompanied by the unique sound of vinyl.
