MINI and Lovecraft's bold move – a cultural warehouse and social hub in the heart of Munich

In a bold move to revitalise Munich's city center, MINI and cultural innovators Lovecraft have joined forces to transform unused spaces into vibrant and inspiring places. And on Friday, 02.09.2023 was a momentous occasion as we not only celebrated the launch of the new MINI model family, but also this exciting collaboration with Lovecraft.

Together, they are revitalising a former department store in Munich's Stachus, creating a colorful and dynamic haven for culture, creativity, and #BIGLOVE. This partnership brings a focus on creativity, self-expression, and community to the heart of the city. The Lovecraft project is transforming over 25,000 square meters of space across eight floors into a cultural warehouse and social hub. MINI is proud to be a long-term partner, actively participating in shaping this visionary space for urban coexistence.

The Lovecraft provides a dynamic community space, featuring a food court, meeting theater and cultural events to spark creativity. Co-creation areas encourage joint development of ideas and projects. On two floors, Movement Areas offer different sports activities like soccer, ping pong and skateboarding. The Zero Waste Arena will give visitors the chance to repair, reuse and share items.

In summary, MINI and Lovecraft's new cultural warehouse and social hub is an exciting development that promises to inject new life into Munich's city center. With its innovative and immersive design, state-of-the-art facilities, and welcoming community, this destination is sure to become a prime destination for all those interested in exploring the cutting edge of art, culture, and social engagement.

Picture 1: Fabian Kirchbauer / MINI for ellectric
Picture 2-5: MINI
Picture (Gif): Fabian Kirchbauer / MINI for ellectric