January 2006 heralds the opening of a new BMW design studio. Based in a continent where more than 50 per cent of the world’s population lives, the Singapore Studio is charged with tapping into the trends and buying patterns of consumers in Asia. The design team will work on projects in conjunction with DesignworksUSA.
The Singapore Studio will be based in BMW Asia’s offices at Keppel Bay Towers in the centre of Singapore. The design team will initially consist of experienced designers from other BMW offices. However, the long-term goal is to work with local design institutions to identify Asian talent for training internships to build a more diverse team of designers.
Verena Kloos, president of DesignworksUSA, said: “By tapping into Asia’s emerging markets, DesignworksUSA gains a deeper understanding of Asian consumer behaviours and offers a global perspective to its clients in Asia, while incorporating the Asian characteristics in projects for its US and European clients.”Published 13 December 2005