Most collaborations between automakers and lifestyle brands don’t move past surface-level graphics or merch at best. But MINI and Deus Ex Machina, in this latest project, have aimed for something higher. Together, they built not one, but two one-off John Cooper Works cars, each designed with a distinct identity. While one was fabricated in a surf shop, the other was conceived in a metal workshop, and together, both carry MINI’s motorsport heritage while showcasing Deus’ handcrafted, culture-first philosophy.
For those unaware, Deus Ex Machina was founded in Sydney, Australia, back in 2006. The company initially made its name customizing motorcycles with a raw, handcrafted approach. From surfboards to streetwear, Deus has since grown into a global lifestyle brand with shops in Venice Beach, Canggu, and Tokyo. What sets them apart is their ability to inject surf, skate, and moto culture into products. Partnering with MINI has now given Deus a platform to apply that same philosophy to cars for the first time.
“Every detail has been crafted with artisanal precision. These cars have different characters, but you can still tell they belong together.” – Holger Hampf, MINI’s head of design.
Starting with the 258-horsepower JCW Electric, nicknamed The Skeg. Designers borrowed directly from surf culture, even using fiberglass panels from surfboard-making processes that reduce weight by 15 percent and change appearance depending on lighting. A roof spoiler with a foam core and translucent winglets reacts to airflow. Inside, neoprene-trimmed seats and fiberglass trays for wetsuits make it clear that there’s substance behind all the style.
Then there’s The Machina, the equally wild 231-horsepower gas-powered JCW stripped back to the essentials. Wider fenders, Deus-branded rally spotlights, and a Can-Am-style spoiler all reference the 1960s John Cooper Works Minis that shocked the world by winning Monte Carlo three times. At the rear, a diffuser and central exhaust borrow directly from the JCW Nordschleife race car.
In the cabin, things appear to be properly analog, with a five-point harness, aluminum floor panels for grip and utility, and a hydraulic handbrake sitting front and center for quick corrections on track. Material choices include waxed canvas on the dash and stainless steel switches, which are a nod to Deus’ custom bike workshops.
Both cars carry the oversized white “X” motif across their roofs and interiors, a visual cue that these builds are connected, even if their characters couldn’t be more different. You’ll see matching bold numbers, color blocking, and graphic work by designer Matt Willey, a Pentagram partner and former New York Times Magazine art director, whose past MINI collaborations referenced the British marque’s Monte Carlo rally history and Paddy Hopkirk’s 1964 win.
Neither car is for sale, but you’ll find them at IAA Mobility in Munich this month. But the bigger picture here is that this exercise could point to MINI’s design direction for future models. Beyond the cars, MINI will also launch a capsule apparel collection with Deus, underlining that this project is as much about culture as it is about cars.
Source: BMW Mini
