Munich. 2018 sees an exciting milestone for
Designworks, as the youngest of the three studios in Shanghai opens
the doors to its new office in Sinar Mas Plaza. The state of the art
facility will be home to a fast growing team of designers, strategists
and researchers, providing a hub for creative stimulation, and
enabling the team to draw and nurture inspiration on a daily basis.
Located in the neighborhood of North Bund, the move comes as part of
BMW Group’s continued investment in and focus on the Chinese market,
following the opening of the new BMW China Research and Development
center in Beijing, which took place in May.
“China remains a key market for the BMW Group and Designworks, and
continues to grow in importance. The region provides a unique platform
for design inspiration; from its rapid speed of change, advancements
in technology and digitization, as well as its overarching spirit of
optimism,” said Adrian van Hooydonk, Senior Vice President BMW Group
Design. “By building first-hand experience and understanding of this
marketplace, it allows us to create strong and highly relevant
solutions for our Chinese customers, as well as giving us the
opportunity to infuse this knowledge back into our teams and projects
across the world.”
Under the leadership of Annette Baumeister, Studio Director of
Designworks Shanghai since 2016, the studio has experienced
significant growth across a variety of industries, including consumer
electronics, home appliances, aviation, rail and premium automotive.
With a multicultural team, an organic work organization and a
multi-disciplinary capability, the Shanghai Studio has become a
strategic partner for its clients by jointly tailoring design projects
and foreseeing the future opportunities of the market. “Inspired by
Asia, design for the World”.
The most recent project delivered by Designworks Shanghai highlights
the team’s ability to combine physical and digital design to produce a
truly integrated, user centric solution. Yuneec, a global Chinese
electrical aircraft manufacturer, approached Designworks with the
challenge to create the future of drone flight.
Using in-depth design research on the user experience, helped
informed the new drone design. How design is manifested and expressed
through form, material, texture, colors, and user interaction, utility
and style – are all shaped by a deep consideration of what the future
can be.
In addition to the drone itself, the team developed the user
experience and interaction concept for the drone’s controlling app.
This includes a user interface that enables training, flight path
planning, and control of the drone via a smart watch or phone.
Alongside Shanghai, Designworks has studios in Munich and Los Angeles,
where its headquarters is based.
With a growing client base outside of the automotive industry,
Designworks holds a premium position within the marketplace, taking
innovative and visionary design learnings from its ongoing close
relationship with its parent company BMW Group, and utilizes this to
add value and insights to its clients across other industries. With
experience in future mobility, connected products and smart living
products, the global design consultancy remains a leading voice in
innovation and visionary design.