To further take advantage of its understanding of Asia’s growing influence on design,BMW Group’s subsidiary DesignworksUSA, the California-based strategic design consultancy with studios in Los Angeles, Munich, and Singapore, will open a new studio in Shanghai in the second half of 2011. Since 2006, DesignworksUSA is successfully operating a design studio in Singapore providing full-service design solutions to its clients across Asia and globally.
DesignworksUSA acts as an inspirational think tank for the three BMW Group brands BMW, MINI and Rolls-Royce Motor Cars and as an innovation driver for renowned clients from the most diverse industries. From initial concept to realization, the DesignworksUSA team of creative talents uses cross-fertilization to compose a unique expression for successful products of tomorrow and beyond.
Noteworthy projects demonstrating DesignworksUSA’s breadth and expertise include: Siemens Inspiro Metro, Embraer Legacy Jet, NeilPryde Bikes, Sennheiser Earphones, Intermarine 55 Yacht, HP Z800 Workstation, Thermaltake Gaming Station, and Varian Medical Systems.
“Our new studio in Shanghai will help contribute to China’s creative industry development”, says Laurenz Schaffer, BMW Group DesignworksUSA President. “Being deeply connected with this vibrant culture of Shanghai enables us to strengthen our global creative competency, while supporting China’s growing role in global design.”
With more than fifty percent of the world’s population in Asia, the tremendous growth of Asian markets is expected to heavily influence future global markets. China is the largest present growth market and third largest single market worldwide for the BMW Group, the parent company of DesignworksUSA. The BMW Group has been building BMW 3 Series and BMW 5 Series models at its plant in Shenyang, China, with its joint venture partner Brilliance since 2003.
A second production plant in Tiexi in the Shenyang region will be completed in 2012 where the BMW X1 will also be built in the future.
Continued presence in this rapidly developing region will strengthen
BMW Group’s engagement in China and bring China’s design prowess to the forefront. “Creating presence in Shanghai is an important strategic step for both BMW Group Design and DesignworksUSA. The Shanghai Studio will allow us to better serve design clients in China”, said Adrian van Hooydonk, Director BMW Group Design. “Designing in China will also deepen our understanding of this inspiring culture.”
An emerging center for design and trends, Shanghai is strategically located in mainland China and is one of the most important centers of Asia. In addition to an evolving marketplace, Shanghai is experiencing exponential growth and new consumer buying trends. DesignworksUSA will be able to provide entry into the Asian market for their European and North American clients with the new studio in Shanghai. In addition DesignworksUSA will bring new international client partnerships and opportunities to the region.
“By tapping into the Chinese market, DesignworksUSA gains a deeper understanding of Chinese consumer behaviors and offers a global creative perspective to its clients in China and in Asia”, continues Schaffer. “Additionally, we will incorporate the Chinese viewpoint in projects for its U.S. and European clients.”[Source: BMW ]