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MINI Unveils This Year’s Burton Global Event Series Piste Signage

As part of their constant cooperative ventures and sponsorships in the field of action sport, MINI is once again backing up the Burton Global Event Series, a snowboard competition due to start in Laax, Switzerland at the end of the month. The company’s new discipline of creating art installations to be showcased at the icy heights will continue this year with even better piste signage.
MINI has been working with the Canadian illustration and animation artist Geoff McFetridge and reinvented familiar piste signage 5 photos
Photo: MINI
Mini Unveils This Year’s Burton Global Event Series Piste SignageMini Unveils This Year’s Burton Global Event Series Piste SignageMini Unveils This Year’s Burton Global Event Series Piste SignageMini Unveils This Year’s Burton Global Event Series Piste Signage
Whereas last year saw urban art illustrator Andreas Preis unveil the MINI Paceman Snow Beast on Crap Sogn Gion in Laxx, this year the 300 snowboarders taking part of the event will be treated with an unusual “Schilderwald” which stands for “singpost forest” in English.

MINI has been working with the Canadian illustration and animation artist Geoff McFetridge and reinvented familiar piste signage with illustrations inspired by the view through a freerider’s eyes. MINI claims the artistically creative graphics the size of traffic signs, allegedly deconstruct the familiar view of a snowboarder’s white world and play with the viewer’s perception.

The Canadian’s sketches are known for their simplicity. They often tread the line between the figurative and the abstract and intuitively tell a story using powerfully communicative imagery,” MINI explains. The abstract signage ca be viewed during the Burton European Open which will take place in Laax starting January 29 through February 1.

In case you’re wondering why has MINI been the official Presenting Partner of the Burton Global Even Series since 2011, it’s because the auto maker “supports young and creative athletes and as such promotes the further development of the sporting discipline.”
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