The Sooner Now is a joint initiative between MINI Germany and Friends of Friends. Since 2016, we've been bringing together creatives to explore and question the future of urban living.
We've partnered with MINI to develop events where interesting people meet and share ideas about the cities of the future. The series started with 300 people at Friendspace in Berlin, and has since travelled to 6 cities in Germany.
MoreSleep created all the branding and collateral for The Sooner Now. The bold visuals of the programme, posters and invitations move to the pace of city streets, while the logo and fonts mash up serif and sans-serif styles to create new letterforms.
A responsive modular platform links a self-produced podcast with editorial content, curated by Friends of Friends. The Sooner Now podcast covers topics such as alternative economies, mobility, urban spaces and the social development of culture, with some of Germany's brightest minds.
A coffee-table book showcasing the different living worlds within the MINI brand DNA, photographed across studio and lifestyle settings as a companion piece to the campaign.
Since 2016 the event series has travelled to major cities across Germany, gathering forward-thinking minds in art, design, architecture, gastronomy and sustainability, in venues as ambitious as the conversations inside them. Photography by Robert Rieger.
A summary reel and recaps from across the event series.
What will cities look and feel like in the near future?
MINI Germany commissioned us to build a brand and cultural programme around a big question: what will cities look and feel like in the near future? The result was The Sooner Now, a multi-city conference and cultural initiative bringing together architects, urbanists, designers, and thinkers.
We developed the full brand identity, campaign, and event production, from the visual language and print materials to the spatial design and content programme across multiple European cities.