British design icons Paul Smith, MINI create limited edition

Fashion designer Paul Smith, who opened his first shop in Nottingham in 1970, built his reputation on a 'classic with a twist' mindset. In this ad, he shows off how that's transferred to a new collaboration with another legendary British name, MINI cars. Smith receives plenty of proposals for collaborations but only says "yes to the ones that either scare me because they’re too complicated to do or they’re challenging in some way". As he told men's style platform ThomasMason.co.uk: "With clothes, you take a pair of scissors, you make a pattern, you put it on the model, and within an hour you start to get an idea or a shape, whereas, designing a watch or spectacles or a car takes years". Design-conscious drivers and style enthusiasts will enjoy this crafted and very personal presentation, which steps away from the traditional product launch to take us into the essence of the designers. The creative team behind it says it's based around "the concept of a “memory palace” - a guided journey through Paul Smith’s mind, where each room represents an aesthetic principle. This framework allows the campaign to showcase the craftsmanship, color, and detail that define the collaboration, while keeping the designer’s personality and process at the forefront".

Keywords: MINI x Paul Smith, lifestyle design, car commercials, automotive design, Paul Smith Studios, British design, Paul Smith limited edition MINI, Jung von Matt