Urban Personal Experiences & Creative Conference

MINI Germany


  • MINI Germany


  • Conceptualization
  • Editorial
  • Events
  • Marketing
  • Photography
  • Video





International Collaborations

FvF is both fascinated and engaged with the possibilities of future cityscapes, just like our friends and partners at MINI Living, A/D/O, URBAN-X and MINI Fashion. In an ongoing collaboration, Freunde von Freunden tells the inspiring stories behind the creative people from our network who are involved in international projects supported by MINI. These features include the Berlin-based fashion designers Johanna Perret and Tutia Schaad, the A/D/O designers in-residence New Reality Co., forward-thinking architect Asif Khan who MINI teamed up with for the London Design Week, fashion designer Hien Le who created a piece for the MINI Fluid Fashion Capsule Collection, which was launched at the start of the fashion event PITTI Uomo in Florence or the designers of TYG Spectacles, Super Duper Hats and Paola Bottai, the talents behind the MINI Gentleman’s Collection—men’s accessories created for the launch of the MINI Clubman.

“Guided and Curated” Urban Personal Experiences

In collaboration with MINI Germany, Freunde von Freunden produces the “Guided and Curated” series, where we showcase friends and other creatives from our network that provide insights into their cities and surrounding areas through an interactive guide tailored to their area of expertise. MINI as a brand is placed contextually within these stories.

FvF created the concept for the series and, combining the web-savvy talents of FvF’s mother agency, MoreSleep, these forward-thinking guides show a new approach to digital storytelling. In addition to creating the content, FvF also takes care of the international marketing and media seeding. MINI Guided and Curated stories are frequently co-published with our other project, Companion Magazine, which can be found in all 25hours Hotels.

The Sooner Now – Creative Conference

The Sooner Now is a forum for innovative and inspiring projects contributing to a better life in the city. The dialogue happens in varied forms—from an annual conference in Berlin, to dinners and smaller satellite events all over Germany, alongside essays, interviews and explorations featured on FvF. Combining the creative network and storytelling of FvF with MINI’s dedication to finding solutions for urban spaces, we’re able to bring together the voices and minds that are shaping our future.

Starting in December, 2016, FvF created this event series, exploring the future of urban living through talks, presentations and open forums featuring the great minds within the FvF network. The inaugural “The Sooner Now” took place in the FvF Friends Space in Berlin-Kreuzberg and was met with resounding acclaim—throughout the day speakers like architect Oke Hauser, publisher Ricarda Messner and journalist Niklas Maak. In 2017 The Sooner Now continued with five more events in Munich, Düsseldorf, Stuttgart, Frankfurt and Hamburg.

  • Albrecht von Alvensleben / Furniture Maker—Berlin
  • Hien Le / Fashion Designer—Berlin
  • Noshe / Photographer—Berlin
  • The Sooner Now / Creative Conference—Friends Space in Berlin