DesignworksUSA

DesignworksUSA

Founded	(1972)
Founder(s)	Charles Pelly
Headquarters	Newbury Park, California, United States
Key people	Laurenz Schaffer, President
Employees	130+ (2010)
Parent	BMW AG
Website	www.designworksusa.com

DesignworksUSA is a global design consultancy based in Newbury Park, California, United States, with design studios in Munich, Germany and Singapore. Established independently in 1972 by Charles Pelly, it was acquired by BMW in 1995 and is now a wholly owned subsidiary of BMW Group. Its current president is Laurenz Schaffer.^[1]

History

The design studio was founded in 1972 by designer Charles Pelly. The company opened in Malibu Canyon with only three designers and grew out of Southern California's design trends that took root in a vibrant car culture. Early customers included Hyster and the Otis Elevator Company. In 1978, the company expanded and moved to Van Nuys, and set up its first sister studio, D2, in Detroit. In 1986, because of its extensive knowledge in seating design and ergonomic development, DesignworksUSA received its first BMW project, the BMW 850 seat. In the same year, the company moved to Agoura. In 1988, DesignworksUSA moved to Newbury Park, and began designing for Nokia and Siemens.

DesignworksUSA's reputation grew in the 1990s when the firm began working with Nokia, Compaq, Siemens and Adidas. In 1991 BMW acquired a large percentage of the company, and DesignworksUSA started its first car exterior design project in 1993 for the 1998 BMW 3 Series (E46). In May 1995 BMW AG purchased the remaining percentage of DesignworksUSA. At this time artist David Hockney painted an Art Car in the studio. In 1998 DesignworksUSA opened a studio in Munich, and in 1999, Henrik Fisker was named President.

In 2001 Adrian van Hooydonk became president, and in 2002 DesignworksUSA expanded its automotive studio in Newbury Park, CA.

Verena Kloos was president from 2004 to 2009. In January 2006, the company opened a new studio in Singapore, and in 2007 unveiled their new studio wing in Newbury Park, CA. On December 1, 2009, Laurenz Schaffer, formerly director of DesignworksUSA's Munich studio, became president.

Services

DesignworksUSA provides design and consulting services in the following areas:

• Product, Transportation, Automotive, Environmental and Interaction Design
• Design Communication, Research, and Strategy
• Sustainability Consulting
• Creative Engineering
• Color, Material, and Finish Design
• 3D Visualization and Modeling

DesignworksUSA serves as the creative partner for BMW Group, shaping the future of BMW, MINI, and Rolls-Royce Motor Cars. A unique working arrangement requires DesignworksUSA to equally balance its work between BMW Group and external clients. This gives external clients access to their relationship and insights from BMW; while simultaneously bringing cross-category design expertise to BMW Group.

Recent clients have included Hewlett Packard, Microsoft, Starbucks, Coca Cola, Boeing Business Jets, Embraer, Pilatus, John Deere, Advanced Medical Optics, BAVARIA Yachts, Dornbracht, Acer, and Head.

References

1. ^ http://www.autoweek.com/article/20091016/CARNEWS/910169994

External links

• DesignworksUSA website