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Mini partners with Smorgasburg for immersive fall event series

IMPRINTent, IMPRINT, IMPRINT Entertainment, MINI, MINI USA, Cars, Car News, Smorgasburg

MINI USA is excited to announce a dynamic new partnership with Smorgasburg, the largest weekly open-air food festival in the United States, for a series of immersive, one-day events this fall. “MINI at Smorgasburg” will bring the MINI brand’s fun and expressive spirit to Smorgasburg’s tasty events in three cities: Los Angeles, Atlanta, and Miami.

Smorgasburg, renowned for its vibrant atmosphere and global flavors, draws between 3,000 and 7,000 attendees per day at its year-round markets. This fall, MINI will join in the savory fun, transforming a part of the festival into a MINI experience with the MINI vehicle family, a Countryman DJ booth, and interactive experiences for visitors.

“We are proud to collaborate with innovative partners like MINI USA who are all about bringing fun, excitement, and value to our unique market. Our vendors are thrilled to create their MINI inspired bites, and we can’t wait to share them with our guests in a way that will allow them to explore more of what Smorgasburg has to offer!” said Negin Singh, VP of Partnerships and Programming at Smorgasburg.

“MINI at Smorgasburg” is a celebration of community, creativity, and culinary adventure—welcoming everyone from everywhere to join the fun. The collaboration underscores MINI’s commitment to bringing people together and creating memorable MINI experiences sometimes where it is least expected.

Event highlights include:

  • MINI Family Display: Attendees can explore the latest MINI models, including the JCW 2 Door Hardtop, Countryman Cooper S, and Convertible Cooper S. Product specialists will be on-site to answer questions and offer walk-arounds.
  • Countryman DJ Booth: Enjoy live music from a DJ spinning from a MINI Countryman, adding energy and excitement to the market.
  • MINI Bites Scavenger Hunt: The first 1,000 visitors to register at the MINI booth will receive a sampling card for three free “MINI bites, big flavor” samples from select vendors, each inspired by MINI’s iconic colors and qualities.
  • Red Bull Integration: Experience Red Bull DJ sets, dance battles, and signature Red Bull MINI mocktails, plus ticket giveaways at the Los Angeles event.
  • Entertainment: Dance battles and mocktail tastings will keep the crowd engaged throughout the day.

“Partnering with Smorgasburg allows us to bring MINI’s playful spirit into an environment that’s all about community, fun, and great taste.” said Kate Alini, Head of Marketing, Product, and Strategy for MINI USA. “Together, we’re creating experiences that are as memorable and flavorful as the cars themselves.”

Confirmed event dates and locations include:

  • Los Angeles (DTLA ROW): Sunday, October 5
  • Atlanta (South Downtown): Saturday, November 8
  • Miami (Wynwood Arts District): Saturday, November 15