Jardine Motors Group has opened its first dual branded pop-up shop at intu Milton Keynes featuring Lancaster BMW and Lancaster MINI. Installed by experiential agency TRO, the pop-up shop gives customers an immersive experience of both the BMW and MINI brands.

Located on the East Walk, close to Debenhams, customers are able to experience the brand, make enquiries and view a selection of BMW and MINI models, including the revolutionary BMW i8. Using the store's iPad's customers can have a little fun and create their own BMW or MINI, as well as make purchases from a wide range of branded lifestyle merchandise, including handbags, small racing cars for children and MINI bulldog toys.

Roger Binks, customer experience director at intu, said: "This has been a fantastic partnership that has really enabled us to raise awareness of BMW and MINI in an innovative and exciting way. The eye-catching pop-up shop is really engaging and gives the customer a unique opportunity to get closer to these great brands in a way they wouldn't normally be able to do. Whether they're considering purchasing a new car or not, this format definitely creates a compelling experience, enticing customers to pop in and take a look."

The shop launched earlier this month and will be open until 12 September.

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