BMW Group DesignworksUSA opens new
Studio in Shanghai
Los Angeles/Munich/Shanghai - 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.”
