“MINI Street” Debuts at 2025 Goodwood Festival of Speed with Immersive Brand Experiences

[DimON]

For the 2025 Goodwood Festival of Speed, MINI is doing more than just showing off its latest hardware. It’s building a street. “MINI Street,” as the brand calls it, will showcase the four pillars of the modern MINI family—Cooper, Aceman, Countryman, and JCW—each represented as a fully realized business on a vibrant block designed to immerse and entertain.

First stop on MINI Street is Cooper’s Corner Shop, a hybrid of MINI Lifestyle retail and John Cooper Works development space. Here, attendees can shop from the lifestyle collection while eyeing up a MINI Cooper Electric and a MINI John Cooper Works model. The message is clear: performance and personality aren’t mutually exclusive.

Next up is Aceman Barbers, where the newest member of the MINI family gets a fittingly stylish introduction. Partnering with award-winning barbers Ruffians, MINI is offering complimentary haircuts and beard trims to visitors. Walk-ins are welcome, and the barbershop vibe is matched by the brand’s ongoing effort to make the Aceman feel fresh and street-savvy.

The JCW Workshop takes a more visceral turn, celebrating MINI’s rally heritage while showcasing its performance future. The iconic 1964 Monte Carlo Rally-winning Mini is proudly on display, flanked by the new MINI John Cooper Works Aceman. For younger visitors—or the young at heart—there’s an immersive photo opportunity designed to simulate the rush of a JCW drive without needing to buckle up.

For those leaning into adventure, the Countryman Farm Shop offers more than a rustic aesthetic. It includes an active climbing wall and two MINI Countryman models on display, emphasizing the vehicle’s rugged capability in a setting that feels more Peak District than pit lane.

MINI owners will once again enjoy exclusive access to a private lounge, accessible via their vehicle key fob or the MINI app. Meanwhile, Charlie Cooper—grandson of John Cooper and living link to the JCW legacy—will be hosting daily talks at the stand, tying MINI’s past to its electrified future.

On the famous Goodwood hillclimb, MINI is taking an aggressive stance. The entire MINI family will make a group appearance on Thursday, while the MINI John Cooper Works Electric and the MINI John Cooper Works Aceman will tackle the hill twice daily for the remainder of the festival.

The 2025 Goodwood Festival of Speed runs from July 10 to 13. MINI’s presence promises more than just spectacle—it’s a statement. A brand that has always thrived on individuality and irreverence is once again showing it knows how to turn a corner—and build a street around it.

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