DesignWorks

DesignWorks is a global creative consultancy and design innovation studio specializing in industrial design, transportation, and consumer electronics that is headquartered in Santa Monica, California. Operating as a wholly owned subsidiary of the BMW Group since 1995, the firm provides strategic design services and visionary product concepts for both its parent company and external corporate clients. The organization maintains a global workforce of approximately 249 to 262 employees across its primary headquarters and additional studio locations in Munich and Shanghai, generating an estimated $23 million in annual revenue. Beyond its extensive contributions to BMW vehicle lines, the consultancy has developed industrial products and mobility solutions for major global brands including Starbucks, Coca-Cola, Hewlett Packard, and John Deere. DesignWorks was originally founded in a Malibu garage in 1972 by industrial designers Chuck Pelly and Ray Carter.

High-Level Overview

Designworks, a subsidiary of the BMW Group, is a global design consultancy founded in 1972 that specializes in industrial design, UX/UI, automotive design, creative strategy, and mobility solutions. It serves major clients including BMW and external brands across mobility, consumer electronics, transportation, and lifestyle sectors, solving challenges in innovation, sustainability, and user-centered experiences through research, prototyping, and trend forecasting.[3][4][5] With studios in Los Angeles, Munich, and Shanghai, Designworks handles over 200 projects annually, blending internal BMW work with external commissions to create systems that "impact and improve the world."[4][5][6]

The firm focuses on future-oriented capabilities like strategy, interaction design, virtual reality, sustainable materials, and automotive concept development, emphasizing premium mobility, technology integration, and global market insights.[3][5]

Origin Story

Designworks was founded in 1972 in Malibu, California, with a mission to "create with great design, people and fun," initially focusing on classic clay models for vehicle design.[5][6] It relocated to Newbury Park near Los Angeles and was acquired by the BMW Group in 1995 to support the manufacturer's North American expansion, shifting to a balanced model of internal BMW projects and external client work.[5][6] Key leadership includes President Holger Hampf, who oversees studios in Los Angeles (recently expanded to Santa Monica in a move geared toward digitalization and virtual collaboration), Munich, and Shanghai.[5][6] This evolution transformed it from a local consultancy into BMW's global creative think tank, expanding from automotive prototyping to holistic mobility ecosystems.[6]

Core Differentiators

• Global Studio Network and Research Depth: Studios in LA, Munich, and Shanghai conduct extensive future context, consumer, and trend research, enabling culturally tailored insights for diverse markets like China and the US.[3][5][6]
• Broad Capability Spectrum: Encompasses strategy, UX/UI, industrial and automotive design, VR/AR prototyping, sustainable materials, and digital sculpting, with over 200 projects yearly balancing BMW internals and external clients from startups to giants.[3][4][5]
• Innovation Philosophy: Acts as "architects of the future" by imagining user needs through collaborative, cross-studio processes, providing "outside-in" perspectives to BMW via external sector expertise.[5][6]
• Sustainability and Client Focus: Prioritizes innovative, safe, cost-effective solutions with virtual tools for real-time validation, fostering strong relationships and community impact.[2][6]

Role in the Broader Tech Landscape

Designworks rides the wave of mobility transformation and sustainable design, capitalizing on electrification, autonomous vehicles, and urban ecosystems amid global shifts toward premium, user-centric experiences.[3][5][6] Timing aligns with digitalization booms—e.g., its Santa Monica studio leverages virtual communication for CES demos like the BMW i Vision Dee's color-changing app—while market forces like EV adoption and smart city growth favor its expertise in transportation, charging infrastructure, and interior spaces.[6] It influences the ecosystem by enriching BMW's user-centric approach with cross-industry insights, inspiring innovation in car culture, lifestyle, and entertainment for clients aspiring to premium standards.[5][6]

Quick Take & Future Outlook

Designworks is poised to lead in holistic mobility solutions, expanding virtual prototyping and AI-driven design amid rising demand for sustainable, personalized experiences in EVs and urban tech. Trends like AR/VR integration, e-ink tech, and global sustainability regulations will shape its trajectory, potentially amplifying influence through more "outside-in" collaborations. As BMW's think tank, its global network positions it to architect resilient futures, evolving from clay models to ecosystem architects—tying back to its Malibu roots in fun, impactful design.[5][6]