meet designworks: the consultancy designing the future for BMW and more

although running autonomously, designworks is an innovation studio for the BMW Group. they help the brand learn more from different fields, identify international user trends, and push them in the constant pursuit of the future of mobility. at the same time, however, they extend the boundaries of outside clients as well. their work is split 50:50 between internal and external projects, but each one is always related to mobility at large. this creates a progressive, diverse network of shared insight and leading knowledge between the BMW Group, designworks – its offices in china, germany and the USA – and its external clients.

(center) holger hampf, president of designworks, leads their studios in los angeles, munich and shanghai
all images courtesy of the BMW Group

founded in malibu, california in 1972, designworks was born with the mission to create with great design, people and fun. after moving to newbury park, 40 miles north of los angeles, the creative consultancy was acquired by the BMW Group in 1995 to aid the manufacturer’s breakthrough into the north american market. it marked a significant change in their business model as they began balancing an equal directive of external client projects and those from BMW. their working philosophy did not change, though, as they continue to this day to inspire and challenge companies at the forefront of their industries in design, technology and innovation.

designworks los angeles: creating prototypes from clay, foam and more

the ideas of premium, mobility and the future guide their work within car culture, lifestyle and entertainment projects. external brands must fit – or aspire to suit – these themes, with designworks’ portfolio comprising a strategic mix of clients ranging from start-ups to global giants. each one is selected by what unique learning qualities they offer to the consultancy’s creative community, and ultimately how ambitious they are. this is because the studio set their sights on the next 10-15 years when designing solutions of holistic systems to impact and improve the world, not just objects.

designworks los angeles: learning more from different fields extends their own boundaries within design

to design for the future, they first need to imagine it. each studio plays an important role in understanding what the future might look like for users across the globe. their offices in shanghai, munich and LA delve into months of research to identify user needs, evolving technology and trends. they share, work collaboratively, and gain insights from their global colleagues. the most inspiring topics then lead designworks’ collective creative brain, but different desires in markets like china and the USA are always considered.

designworks los angeles: designing and experiencing creations in virtual reality

their munich office acts as an important hub and a bridge between the consultancy and the BMW Group. they collect the data from their colleagues in shanghai and LA, analyzing the findings, and setting the design direction for projects. in most cases, designworks’ findings filter into BMW’s design at a broader level. they influence projects more conceptually and highlights experiences that users desire in the future and a perspective on market suitability. the munich office also enables many of the BMW Group’s workforce to revolve through the agency, including adrian van hooydonk (VP of BMW Group design), oliver heilmer (MINI head of design), and holger hampf (president of designworks).

designworks munich: the bridge between consultancy and the BMW Group

although their involvement in current production or concept cars are closely guarded secrets, designworks’ research does influence BMW’s design. over the years, they have played a key role in the realization of the 1998 3 series, z8, all x1, x3 and x5 models, and the i3 and i8 cars. in fact, they are credited with birthing the sports activity vehicle range at large. see, designworks’ innovations reflect their constant push to understand the evolving desires of global users. currently complete systems, rather than just objects, are guiding their work and their ambition to be ‘the architects of the future’, as their president, holger hampf, explains. working on over 200 projects per year, the future that designworks is creating is continuously inspiring.

designworks munich: the german-based office analyzes customer research that filters through to BMW