BMW Group DesignworksUSA opens new Studio in Shanghai image

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.

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.