From his new position, Laurenz Schaffer will focus mainly on the ongoing development of DesignworksUSA as an international agency for strategic design, for product, automotive and transport design, and as a specialist in brand strategy.
“The success of our concept of inter-acting, interdisciplinary transfer of know-how to the mutual benefit of both the BMW Group and external clients of Designworks is largely attributable to Laurenz Schaffer. Working for our brands BMW and MINI and for companies such as Siemens, HEAD, Sony or Starbucks, he and his team in Munich have consistently paved the way for innovative products and strategies,” says Adrian van Hooydonk, Director BMW Group Design, in a statement for the press.
Schaffer, aged 42, started his career working as a product designer with several renowned design studios in Stuttgart, Munich, and San Francisco. He joined the Munich Studio of BMW Group DesignworksUSA in 1998, and two years later he was already leading it.
The subsidiary with studios in California, Munich and Singapore managed to achieve international awareness in the design industry. “As an external studio, we are able in cooperation with the BMW Group and its brands and with customers outside of the company, to acquire know-how in many different areas. This benefits both sides,” says Schaffer.
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