BMW GROUP

International auto brand

Services

Writing & Editing, Communications, Social Media, Editorial Strategy

Projects

A/D/O by MINI, URBAN-X

About

I was employed by BMW Group to work full-time as the Editorial Director at A/D/O – a global community of creators empowered by MINI to explore the future of design – from March 2019 to May 2020, when the initiative was sadly ended as a result of COVID-19 (and then removed from the face of the internet).

My role involved overseeing the development of The A/D/O Journal, an online editorial platform that published a variety of content focused on the future of design.

I was also part of the team that curated the exhibitions, installations, talks and designer-in-residence programs at the A/D/O space in Greenpoint, Brooklyn, and collaborations at global design events.

Following the closure of A/D/O, I shifted to working with another pillar of MINI’s extended innovation practice. I oversaw editorial and communications for URBAN-X, the accelerator for startups reimagining city life until December 2020.

In this role, I managed the company’s marketing calendar, social media channels, PR liaison, and asset creation. I also worked closely with the editorial team at the MINI HQ in Munich, providing them with content that they could use to promote URBAN-X to the wider MINI audience.