DesignworksUSA
Encyclopedia
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.
. 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.
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.
Newbury Park, California
The community of Newbury Park, California is located in the western portion of the city of Thousand Oaks and Casa Conejo, an unincorporated area of southeastern Ventura County's Conejo Valley, which is also in the northwestern Greater Los Angeles Area...
, United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, with design studios in Munich
Munich
Munich The city's motto is "" . Before 2006, it was "Weltstadt mit Herz" . Its native name, , is derived from the Old High German Munichen, meaning "by the monks' place". The city's name derives from the monks of the Benedictine order who founded the city; hence the monk depicted on the city's coat...
, Germany
Germany
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...
and Singapore
Singapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
. Established independently in 1972 by Charles Pelly
Charles Pelly
Charles W. Pelly, commonly Chuck Pelly, is an American industrial designer. Pelly is best known for founding the global design consultancy DesignworksUSA.He has spent most of his life in Southern California...
, it was acquired by BMW
BMW
Bayerische Motoren Werke AG is a German automobile, motorcycle and engine manufacturing company founded in 1916. It also owns and produces the Mini marque, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad and Husqvarna brands...
in 1995 and is now a wholly owned subsidiary of BMW Group. Its current president is Laurenz Schaffer.
History
The design studio was founded in 1972 by designer Charles PellyCharles Pelly
Charles W. Pelly, commonly Chuck Pelly, is an American industrial designer. Pelly is best known for founding the global design consultancy DesignworksUSA.He has spent most of his life in Southern California...
. 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
Otis Elevator Company
The Otis Elevator Company is the world's largest manufacturer of vertical transportation systems today, principally focusing on elevators and escalators...
. 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
Newbury Park, California
The community of Newbury Park, California is located in the western portion of the city of Thousand Oaks and Casa Conejo, an unincorporated area of southeastern Ventura County's Conejo Valley, which is also in the northwestern Greater Los Angeles Area...
, and began designing for Nokia
Nokia
Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki...
and Siemens
Siemens
Siemens may refer toSiemens, a German family name carried by generations of telecommunications industrialists, including:* Werner von Siemens , inventor, founder of Siemens AG...
.
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
David Hockney
David Hockney, CH, RA, is an English painter, draughtsman, printmaker, stage designer and photographer, who is based in Bridlington, Yorkshire and Kensington, London....
painted an Art Car
Art car
An art car is a vehicle that has had its appearance modified as an act of personal artistic expression. Art cars are often driven and owned by their creators, who are sometimes referred to as "Cartists"....
in the studio. In 1998 DesignworksUSA opened a studio in Munich
Munich
Munich The city's motto is "" . Before 2006, it was "Weltstadt mit Herz" . Its native name, , is derived from the Old High German Munichen, meaning "by the monks' place". The city's name derives from the monks of the Benedictine order who founded the city; hence the monk depicted on the city's coat...
, and in 1999, Henrik Fisker
Henrik Fisker
Henrik Fisker is a leading automobile designer and CEO of Fisker Coachbuild. He has lived and worked in Germany, London, and in Southern California. Henrik Fisker graduated from the short-lived Swiss campus of California's Art Center College of Design in 1989...
was named President.
In 2001 Adrian van Hooydonk
Adrian van Hooydonk
Adrian van Hooydonk , is a Dutch automobile designer, best known for several modern BMW concept cars and production vehicles. He is based in Munich, Germany.- Biography :...
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
Dornbracht
'Dornbracht, headquartered in Iserlohn, Germany, is an international manufacturer of premium bathroom and kitchen fixtures as well as accessories. Established in 1950, Dornbracht is known for offering high quality craftsmanship and design. The company wins international design awards for its...
, Acer, and Head.