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Primer Group Launches Mini Cooper for General’s Curatorship program


The Primer Group recently launched its new curatorship program with Mini with its newest fashion retail store General. General is a first-of-its-kind concept store that houses a dynamic selection of clothing lines, accessories, and footwear that appeal to the modern-day Renaissance man. General is owned and operated by the Primer Group of Companies. It is located in upscale Bonifacio Global City’s High Street Central.
This August, General partners with Mini Cooper to come up with a whole different look for the store. With this, the collaborative efforts between Mini Cooper and General simply make perfect sense as both brands are actualizations of refined elegance and timeless individuality. Just in time for this project, Mini Cooper is also highlighting their project called the “Not Normal” campaign, which seeks to reinstate the image and experience that one can get from driving a Mini. The campaign positions Mini as a car that differs from other vehicles and builds its relations with customers emotionally and individually. “Brand strength has always been one of the main success factors of Mini.
The continuous development of our unique brand forms the basis for further growth in the relevant customer segments and is at the heart of our communication activities”, said Ralf Schepull, Head of Mini Brand Communication.
As a unique concept store, General, is in itself an avenue which enables modern day gentlemen to live a life that is not normal. Apart from having the Curatorship program, General also aims to keep the store’s line selections relevant based on what its market needs and on discerning fashion forecasts.  Part of the program is the “Mini” duck art installation that was also unveiled during the event.
Established in 1985, the Primer Group of Companies is engaged in the retail and distribution of the world’s top and premium consumer brands in outdoor, travel, footwear, fashion, wellness and urban lifestyle. The company is aggressively pursuing new grounds to become the leader in the global distribution and innovation of premium goods and services. Its retail distribution has grown to over 130 premium brands, with over 300 stores in 8 Asian countries.

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