Chris Brownridge, director MINI UK
Chris Brownridge: new director of MINI in the UK
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Chris Brownridge, director MINI UK
Chris Brownridge: looking to Google for clever packaging ideas

MINI is a byword for great packaging – a bit like an automotive tardis, the MINI, whether the original or the very latest five-door Hatch version, can pack an awful lot within compact dimensions.

So why would MINI turn to Google for better packaging ideas?

I was intrigued.

I was sitting next to MINI boss Chris Brownridge over lunch following a briefing to fellow hacks about MINI’s ambitions in the small fleet and larger corporate sectors.

“I was over in Google’s Ireland HQ to get ideas,” explained Chris. “MINI and BMW are moving from our current location to new offices that we’ll also share with Alphabet.

“The idea is that we’ll have hot-desk work spaces rather than traditional offices, and I wanted to see what Google could offer in the way of new ideas and new thinking.

“I have to say the whole experience was invigorating, and gave me plenty to think about.

“Experiencing Google 10x – their process of re-imagining current thinking to make it 10 times better, such as ‘what if we put all the passenger seats on an airplane on the wings?’ was fascinating. The answer of course, is you wouldn’t – but it often unlocks new ways of thinking that didn’t exist before.

“Google are also very good at handling trends rather than people’s expectations – so the trip was definitely worth it.”

So we won’t be seeing a 10-seater MINI just yet, Chris?

“No,” said Chris. “But you can expect better ideas to be coming out of MINI in the future!”

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