BMW Group DesignworksUSA to Open Shanghai Studio

BMW Group’s subsidiary DesignworksUSA, which currently has studios in Los Angeles, Munich, and Singapore, will open a new studio in Shanghai in the second half of 2011. The new studio will be used to provide entry into the Asian market for their European and North American clients, and to bring new international client partnerships and opportunities to the region.

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.

“Our new studio in Shanghai will help contribute to China’s creative industry development,” said 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.”

“By tapping into the Chinese market, DesignworksUSA gains a deeper understanding of Chinese consumer behaviors and offers a global creative perspective to its clients in China and in Asia,”
continues Schaffer. “Additionally, we will incorporate the Chinese viewpoint in projects for its U.S. and European clients.”

Noteworthy projects from DesignworksUSA’s portfolio include: Siemens Inspiro Metro, Embraer Legacy Jet, NeilPryde Bikes, Sennheiser Earphones, Intermarine 55 Yacht, HP Z800 Workstation, Thermaltake Gaming Station, and Varian Medical Systems.
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