An upscale restaurant in Paris has used the idea of subliminal branding to promote the Mini brand. The Mini Palais portrays aspects of the Mini brand in subtle ways including the use of the official Mini typeface on the lobby sign, on the menu and on T-shirts worn by staff. In the lobby, a row of clocks resembles the Mini dashboard. Mini posters are on the doors, and there is a rack of Mini magazines outside of the bathrooms.
The restaurant occupies the space beside the Grand Palais, a chic glass roofed art gallery. Needless to say, BMW holds events and product launches at the restaurant. According to an article in Marketing Magazine, Emmanuel Bret, Mini brand manager at BMW France, says that the "Mini brand is synonymous with chic urban living..it's also trendsetting and unconventional. As it's a unique location, even for Paris, the Mini Palais perfectly represents our brand values."
The absence of any marketing for the Mini Palais falls in line with its incorporation of brand subtlety in that its success is due to word of mouth and the occasional restaurant review.
Noted for its ability to incorporate brand experience into the cultural and entertainment worlds, BMW continues to prove itself a keen contender in the innovative world of brand storytelling.