BMW designworks: when we re really saying sorry for others...

Not that proof is needed any further that China is the biggest and brightest growth market, but here’s something to cement things anyway. BMW’s California-based strategic design consultancy, DesignworksUSA, is set to open a new studio in Shanghai in the second half of 2011.

The subsidiary, which was acquired by BMW in 1995, already has studios in Los Angeles, Munich, and Singapore, and the opening of the new studio in Shanghai will pave the entry into the Asian market for the company’s European and North American clients as well as provide a further learning ground on things Asian.



The company is not just an inspirational think tank for BMW, MINI and Rolls-Royce Motor Cars, the Group’s three car brands, but is also an innovation driver for clients away from the automotive industry, with notable projects including the interiors of the Siemens Inspiro Metro and Embraer Legacy Jet as well as with the design of the Intermarine 55 Yacht, Sennheiser earphones and HP Z800 Workstation.

By tapping into the Chinese market, DesignworksUSA is looking to gain a deeper understanding of Chinese consumer behaviors and offer a global creative perspective to its clients in China and in Asia.



As BMW Group Design’s director Adrian van Hooydonk puts it, creating a 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. Designing in China will also deepen our understanding of this inspiring culture,” he said.