Spike has been the canine friend of the MINI brand since the modern MINI debuted in 2001.
The bulldog, with its compact and powerful stature, British heritage and likeable nature was considered the perfect animal equivalent of the MINI at the time.
Spike is now reimagined and brought to life in the digital world.
At the Shanghai auto show, the reimagined four-legged friend would become an art toy welcoming visitors to the MINI stand as a large-format sculpture.
Art toys are independent works of art that combine elements of toys and sculptures in the style of urban pop culture. Spike will also be appearing as an active protagonist in the cockpit of the new MINI Concept Aceman.
The new Spike mode sets the stage for the digital companion, who is presenting to the public for the first time on the circular OLED central display and dashboard.
MINI will add more insights into the digital world of the new model family and Spike’s diverse functions in the further course of 2023.
“MINI will always be synonymous with emotions and remarkable experiences,” said MINI Design chief Oliver Heilmer.
“That’s why we are now taking Spike into the future as a digital character. And he is not just a design experiment – he is becoming a characterful companion for the user experience.”
