Belgian cities don’t have a great reputation. Racism, aggression, intolerance… Donald Trump even called the Belgian capital Brussels ‘a hellhole’. As the ultimate urban car for the city, MINI wanted to tackle this negative perception, and finally show the positive things in the city. Because in fact, it’s one of the most diverse, energetic and vibrant cities in the world. You just need to see it.

In the #SeenfromaMINI photography project we sent several street photographers on the road, with a MINI, to photograph these wonderful positive moments that we often miss. Each time the frame of the car window was used as the frame of the picture. We turned these photographs into a digital and real life exhibition, making us all realize there is a lot of beauty around us, we just need to see it.

For the photography we worked with real street photographers, which we casted via street photography festivals. But we gave them a new challenge: make street photography out of a car, and use the frame of the car window as the frame of the picture. This way we wanted to illustrate the unique view MINI drivers - and the MINI brand - have on the city. All photographers were very excited to take up this new challenge. It made them experience their own genre in a new way. The results were stunning. Every image is a unique moment, captured from MINI, with the positive and vibrant point of view of the MINI brand. The distinctive shape of the car window makes this a truly one of a kind photography project.