BMW Establishes A New Designworks In Shanghai
The BMW Group has announced the establishment of a new Designworks studio in Shanghai, China. This new studio is an integral part of the BMW Group's new R&D centre in the West Bund.
The team will create new design concepts for the BMW Group and other clients in West Bund, the city's arts, culture, and shopping district.
The new studio officially opened during the West Bund Art & Design Fair Shanghai, which took place from November 9 to 12, 2023.
Adrian van Hooydonk, Head of Design at the BMW Group said ‘Here we can create groundbreaking innovations that are not only important for the Chinese market, but also benefit products in the global market as a whole. ‘
‘Bringing design and development skills together in one place accelerates and improves interdisciplinary exchanges throughout the product creation process: from early design phases through to production.’ 
Designworks Shanghai offers valuable insights into Chinese culture, tradition, and customer needs, assisting in the development of human-centered design innovations for the Chinese and larger Asian markets.
The studio's influence can be seen in the model variant of the new 5 Series Sedan designed specifically for the Chinese market. Designworks Shanghai combines traditional craftsmanship with cutting-edge materials to create a long-lasting interpretation of quality.
The studio also contributes to the digital experience of the BMW Group, such as the visualisation of BMW IPA and the creation of the MINI digital companion, "SPIKE."
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