Both MINI and Jaguar Land Rover have set up independent design-led startup hubs as car brands look to move beyond the automotive field.
Opening within a month of each other, MINI's space in Brooklyn and Jaguar Land Rover's facility in East London are both aimed at fostering creative development.
This follows a trend for car brands moving away from their core missions, after MINI's exploration into shared urban living and affordable housing solutions shown in Milan earlier this year ? when BMW, Audi and more also weighed into the design world. These companies are all recognising that the ownership of fossil-fuel-guzzling cars is declining, so are exploring how their brands could be applied in other fields.
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