Hidden car data
A car's memory of its driver usually lives in a cloud, unseen and out of reach. The MINI Element captures that data in a physical accessory and puts control back in the driver's hands.
Placed on the central display, it uses physical AI to learn from the driver's data and personalise the hidden elements of the interior: light, sound and temperature. Over time, each one adapts to the individual's routines. The car might learn that you are sleepy on the way to work, and slowly shift the colour temperature of the light to wake you up.
Insert Spark, the Element's alter ego, and the car sheds all smart assistance and personalisation. It becomes a raw machine that ignites the analogue racing spirit of the original Mini. The driver travels incognito while their data stays safely stored in the accessory.
The MINI Element turns the car's hidden data into a physical object, offering the driver a choice between using it or keeping it safely stored.
* developed as a graduation project at the Design Academy Eindhoven in collaboration with BMW in Munich
