The Sooner Now – A digital platform, event series and podcast format with MINI Germany

Exploring the Future of Urban Living with MINI and Friends of Friends


The Sooner Now is a joint initiative between MINI Germany and Friends of Friends. Since 2016, we’ve been bringing together creatives to explore and question the future of urban living.

We’ve partnered with MINI to develop events where inspiring and creative people meet and share ideas about the cities of the future. In 2016 we started the series with 400 people at the Friendspace, our 350-sq meter event space in Berlin, and has since traveled to all German major cities. 

Speakers and attendees represent the most forward-thinking minds in art, design, architecture, gastronomy, sustainability and beyond.

The talks naturally led to the creation of an online platform to keep the ideas circulating and growing further developing into a monthly podcast series. Listen to The Sooner Now podcast on Spotify here.

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