How BMW’s Designworks churns out 300 product designs a year
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BMW recently located its Designworks product design studio to the heart of Silicon Beach in Los Angeles. BMW recently opened the studio in Santa Monica, California, to the press to celebrate its 50 years of designing cars, media and other technology-based products.
Its mission from the BMW Group is not only to design the latest automobile concepts but also deliver cross-industry designs for external clients and stay at the forefront of innovation, design and sustainability. The BMW team talked about designs like the BMW i Vision Dee concept car that can change into 32 different colors on the fly, and it showed off its BMW M Hybrid V8 race car.
Adrian van Hooydonk, senior vice president of BMW Group Design, came from Munich, Germany for the occasion to show how design inspiration and user centricity should lead industries such as mobility, transportation, consumer electronics, charging infrastructure and interior spaces.
He joined Holger Hampf, head of the Designworks studio, for a group press Q&A during the event at the 16,500-square-feet studio.
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The studio has 150 people, in addition to other big teams in Shanghai and Munich, to work on designs for BMW as well as external clients with an “outside in” perspective. It completes around 300 designs a year and that helps it stay informed about the forefront of industry and see patterns across different markets. It’s a model, started by Chuck Pelly in Malibu in 1972, that has worked
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