MINI Partners with Smorgasburg for Immersive Fall Event Series

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MINI USA has announced a new partnership with Smorgasburg, the largest open-air food market in the United States, to create an immersive fall event series that blends food, culture, and MINI’s brand ethos. The collaboration kicks off this October, with events scheduled in New York, Los Angeles, and Miami.

Smorgasburg, known for curating hundreds of local food vendors and drawing tens of thousands of visitors each weekend, is the perfect stage for MINI to showcase its playful personality and expanding lineup. The events will feature MINI’s latest models, interactive brand experiences, and local culinary talent — all with an eye toward celebrating community and creativity.

Smorgasburg has always been about discovery and culture. This partnership gives us a chance to connect with a diverse group of people in a fun and memorable way — very much in the spirit of MINI.

Mike Peyton, Vice President of MINI of the Americas

For MINI, this collaboration fits neatly into a long tradition of connecting the brand to lifestyle and culture beyond the car itself. From MINI Takes the States to urban pop-up experiences, the company has consistently looked for ways to show that MINI ownership is as much about community as it is about the cars.

Expect to see MINI’s full range at these events, including the new Countryman and Cooper models. But the real emphasis will be on experience: food, music, and design curated in a way that feels unmistakably MINI.

Our Take

It’s smart for MINI to place itself at the intersection of food, culture, and design — especially at a time when many automakers are retreating from lifestyle marketing. Partnering with Smorgasburg not only puts MINI in front of younger, urban audiences, it also reinforces the brand’s image as something more than a car company. This is exactly the type of cultural partnership MINI needs to remind people that, even as it transitions to an EV future, its DNA is still rooted in fun, connection, and discovery.

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