. From the Future of the Past To the Future of the Future US DE SG Verena C. Kloos March 2007
Topics A Glimpse of Us Experience DesignworksUSA Case Studies A Look into the Future of One Last Thing 2
Our Culture 3
Strategic Consultancy: 35 years of Growth 4
Strategic Consultancy: 35 years of Creating the Future 5
Leading the Design of the Future Tomorrow Today The Future 6
The Story from the Beginning 1972 Started by Chuck Pelly in a Malibu garage 1986 Received its first project from BMW AG: BMW 850 seat 1990 Expanded into 38,000 sq. ft, Newbury Park 1991 BMW AG acquired a large percentage of the company 1993 DesignworksUSA designs its first car: BMW 3 series 1995 BMW AG purchased the remaining percentage of DesignworksUSA 1998 DesignworksUSA opens European office in Munich 2006 DesignworksUSA launches Asian studio in Singapore Today: 24 Nationalities, 3 locations, 135 + strong and One Goal 7
Global Los Angeles + Munich + Singapore = 135+ people 8
Our Studios Los Angeles Munich Singapore Dream factory Knowledge transfer Hi Tech Car design capital of the world Vibrancy & diversity Emerging market opportunities Proximity to Silicon Valley European style Asian hub 9
Outside Factors Artists and designers drive the largest segment of jobs (894,000) in the LA region The creative industry is the no. 1 engine of the Los Angeles regional economy generating 140 billion in sales and more than $3.4 billion in state sales taxes Los Angeles leads NY as a creative center by having more people working in the creative industry, more museums per capita and more live performances per capita 10
A Growing Community 11
Living the Culture: Diversity, Innovation, Attitude 12
Living the Inspiration: Creative Incubator 13
Our Clients Industry Segments External Clients Internal Clients Infotainment Life & Leisure Object & Space Travel & Industry Cars & Motorcycles 14
Industry Sectors 15
Global Intelligent Creativity 16
Strategic Visualization 17
Experience: Infotainment 18
Experience: Objects & Space 19
Brand Understanding 20
Experience: Life & Leisure 21
Experience: Color & Material 22
Success & Leadership 23
Experience: Industry & Travel 24
BMW Group DesignworksUSA Sustainability BMW Group DesignworksUSA Norwegian Design Council March 2007 25
For Future Thinking Our inspirational future thinking is dedicated to sustainability We never provide a solution before fully understanding all needs and all the consequences of our actions. Hence, a fundamental criteria for us is sustainability: Environmental, economic, social and cultural. It s our aim to make sustainable living the very fabric of society that crosses geographies, ideologies and cultures. Sustainable design is a series of shared beliefs: respecting the wider implications of all the touch points of a product s lifecycle. This is the issue of our time. It will dominate political, ideological, technological and economic thinking for the next 20 years. 26
Experience: Engineering 27
Strategic Visualization 28
Experience: Cars & Motorcycles 29
Lifestyle Context 30
Experience: Lifestyle Products 31
Experience: Interface Design 32
Our Philosophy to our Clients 33
Case Studies 34
AeroVironment Architectural Wind Turbine AV challenged DW to create a building integrated wind generation concept to provide "green" energy Preliminary Sketches 35
AeroVironment Architectural Wind Turbine DW designed and engineered an architectural wind that was very visually appealing and costeffective. AV s design was recognized with a 2006 Red-Dot Design Concept Award. 36
Ecopod E1 Series Ecopod challenged DW to help them translate their brand promise and attributes into a line of successful, product designs to make recycling simple and rewarding. 37
Ecopod E1 Series DW designed the first ever compact recycler for both aluminum cans and plastic bottles. Williams Sonoma was so inspired by the environmentally friendly and elegant design that they agreed to launch the Ecopod E1 series in their Winter issue catalog. Ecopod was recognized with a 2006 Red-Dot Product Design Award and a 2006 if Product Design Award. 38
BMW Formula 1 Hospitality Launch The BMW Sauber F1 Team challenged DW to create a design language and graphical element that integrated all F1 components 39
BMW Formula 1 Hospitality Launch The team created a design that perfectly reinforced the brand values and instantly unified all aspects of the F1 experience including the racing car, transportation trucks, team outfits, helmets, hospitality suite, garage, and lounge areas. 40
X5 BMW challenged DW to create a new automotive category catering to the Southern California lifestyle of continuous sports and outdoor activities. 41
X5 DW invented the X5 that reinforces BMW's brand values of performance, innovation, and joy, while perfectly fulfilling the consumer's need for a sports activity vehicle. This new category also inspired BMW to open up a plant in America. 42
X5 This new category also inspired BMW to open up a plant in America in Spartanburg, South Carolina. 43
Embraer Phenom 100 and 300 Embraer challenged DW to redefine the executive jet and question the traditional executive jet luxury definitions of opulence, hierarchy, and symbolism 44
Embraer Phenom 100 and 300 DW invented a design strategy and theme of "Nu Luxury" for the Phenom 100 & 300 cockpit and interior cabin, incorporating the values of space, time, connectivity, simplicity, knowledge, and authenticity. The Phenom 100 & 300 proved to be one of Embraer's most successful launches. Competitors in the same market space withdrew plans for producing a similar aircraft after seeing the newly designed Phenom. Embraer was recognized with the if Product Design, if China Award, and the Good Design Japan Award. 45
Future 46
Focus 47
Destination A creative s instinct + rigorous analysis + intelligent opinion = Future insight 48
Scenarios & 49
One last thing 50
. Thank you for your attention. US DE SG