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BMW DesignworksUSA heads to China
by John O'Brien   
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In light of its growth within China, BMW plans to open a DesignworksUSA studio in the country. Building on its studio portfolio of Los Angeles, Munich and Singapore, the Shanghai studio will be added to the repertoire in the second half of 2011.

Laurenz Schaffer, head of DesignworksUSA
DesignworksUSA developed the graphic design on the Head Supershape Ski
HP Z800 Workstation

The DesignworksUSA project acts as a 'think-tank' for all of BMW's brands, as well as creating design for clients from diverse industries. The Shanghai studio is said to have been given the green light to further take advantage of its understanding of Asia's growing influence on design.

"Our new studio in Shanghai will help contribute to China's creative industry development", says 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."

In addition to the latest studio, BMW will build on its manufacturing in the region with a second production plant in Tiexi set to be completed in 2012, where the BMW X1 will be built in the future.

With more than 50percent of the world's population in Asia, the tremendous growth of the region's markets is expected to heavily influence future global markets. China is the largest present growth market and third largest single market worldwide for the entire BMW Group.

"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 US and European clients."

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