The BMW Group subsidiary celebrates its anniversary

München. Designworks, the innovation studio of the
BMW Group, is celebrating its 50th anniversary. The consulting agency
for design and innovation was instrumental in the design development
of the BMW X model range, played a driving role in the design concept
for the BMW i electric brand and is behind many of the BMW Group’s
visionary vehicles, such as the GINA Light Visionary Model.

With locations in Los Angeles, Munich and Shanghai and clients from
various industries, the studios provide important impulses on global,
design-relevant phenomena to the company headquarters. Designworks was
founded in 1972 by US industrial designer Chuck Pelly in a garage in
Malibu, California. It has been a wholly owned subsidiary of the BMW
Group since 1995. The 130 creatives that make up the Designworks team
see themselves as “Architects of future”.

The BMW Group’s recipe for success: the independent profit center
completes about half of its nearly 300 projects a year for the BMW
Group, while the other half consists of collaborations with selected
external digital and mobility clients. This model gives the BMW Group
an outside-in perspective that is unique in the industry. No other
automobile manufacturer has a design studio that is in any way comparable.

Well positioned for the future: “Excellent chance of being successful”.

The biggest challenge in the coming years will be the transformation
of the
BMW Group and the entire automotive industry towards
electrification, digitalization and sustainability. Designworks will
be alongside this transformation and fuel it with strong, creative and
innovative ideas. Adrian van Hooydonk, Senior Vice President BMW Group
Design, is optimistic about the future: “This change affects the
entire industry. We will need all our creativity and advanced thinking
to find the best solutions. The set-up we have with Designworks gives
us an excellent chance of being successful.”

From design shaping to new business potential.

Designworks is involved in many of the BMW Group’s internal tasks –
from shape design and strategy development to identifying new business
potential. Holger Hampf, Head of Designworks, says: “We work on
solutions for complex ecosystems at the intersection of design,
mobility and technology. Our job is to present the unexpected approach
to a solution. We have to challenge the BMW Group in a positive way,
develop ideas and, in the best case, answer questions that haven’t
even been asked yet.”

Working for a wide variety of industries, Designworks has been
involved in the design concepts of seating furniture, aircraft,
underground rail, bicycles, boats, sporting goods, air taxis (eVTOLs),
agricultural and forestry machinery, a hyperloop and more. The
knowledge and creativity transfer also works in the opposite
direction: Gaining knowledge from diverse projects with the parent
company, Designworks is able to open up new design horizons for its
external partners. The understanding of premium mobility, brand
differentiation under one corporate umbrella and the knowledge of
challenges in the innovation process in large companies are strong
arguments for external clients to work with the BMW Group subsidiary.

Antennas to the world.

Designworks is seen by the BMW Group as a valuable link to people,
their wishes and expectations far beyond the automotive context. As an
important innovation driver, the BMW Group involves its creative
“think tank” in many challenging future projects.

To make sure, the teams never run out of innovative ideas,
Designworks nourishes a culture of creative friction. By accepting
friction as part of the creative process, the teams consciously invite
creative tension that must be explored, examined and ultimately
resolved. This process yields more refined creative output than one
with a more harmonious beginning. The designers are convinced: In a
complex world, better and more meaningful solutions for the future
emerge from opposing views and positive tensions in the creative process.

Advanced Design: Answers to previously unasked questions.

In the BMW Group’s Advanced Design, it is the task of the innovation
subsidiary to raise and explore questions about the future of mobility
that have not been asked. In doing so, the teams are to develop
innovative approaches to topics and problems that the BMW Group is not
yet actively addressing. The intention is to be provocative – and to
think mobility off the beaten path. “Designworks is able to do
this because it constantly has its “eyes and ears” on the
pulse of the times at three locations, as Adrian van Hooydonk puts it.
“Advanced Design gives us the creative energy we need to be really competitive.”


If you have any questions, please contact:


BMW Group Corporate Communications




Michaela Martinus, Spokesperson BMW Group Design

Telephone: +49 (0)89 3822 1163


Almut Stollberg, Head of Communication Innovation, Design,
Technology, Digital Car

Telephone:  +49 (0)89 3829 6543









Designworks is the BMW Group’s innovation studio and a global
creative consultancy at the

intersection of design, technology and innovation. The
“Architects of Future” focus on mobility, product and
digital life design as well as strategic design consulting. The
formerly independent creative studio was taken over by the BMW Group
in 1995. Designworks acts as driving force for all brands of the
parent company and as an innovation driver for a large number of
clients from a wide range of industries, such as IT and consumer
electronics, aviation technology, the medical and environmental
sectors, and the lifestyle and sports industries.


The studio was founded in 1972 in Malibu, California by Chuck Pelly
and employs more than 130 people. Holger Hampf has been at the helm of
the consulting agency since 2017.



The BMW Group


With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW
Group is the world’s leading premium manufacturer of automobiles and
motorcycles and also provides premium financial and mobility services.
The BMW Group production network comprises over 30 production sites
worldwide; the company has a global sales network in more than 140 countries.


In 2021, the BMW Group sold over 2.5 million passenger vehicles and
more than 194,000 motorcycles worldwide. The profit before tax in the
financial year 2021 was € 16.1 billion on revenues amounting to
€ 111.2 billion. As of 31 December 2021, the BMW Group had a workforce
of 118,909 employees.


The success of the BMW Group has always been based on long-term
thinking and responsible action. The company set the course for the
future at an early stage and consistently makes sustainability and
efficient resource management central to its strategic direction, from
the supply chain through production to the end of the use phase of all products.







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