Celebrating a Five-Decade Legacy
The BMW Group celebrated its 50th anniversary of innovation in the United States with an exclusive media event at Designworks, their creative studio in Santa Monica. Led by BMW Group Design Head Adrian van Hooydonk, the program showcased Designworks’ pivotal role in shaping the brand’s future through American ingenuity and the vibrant spirit of Southern California.
A Creative Hub Shaping BMW’s Future
Designworks, founded in Malibu in 1972 and now a wholly owned BMW subsidiary, has continued to influence BMW’s global design vision. Landmark cars such as the original BMW X5 Sports Activity Vehicle and the sculpted Z4 Roadster were conceptualized with an “outside-in” approach. Today, Designworks is critical in developing new models like the BMW iX3 and redefining in-car experiences through sustainable design and innovative use of materials.
MINI’s Reinvention and Digital Identity
Beyond BMW, Designworks played a key role in MINI’s relaunch, integrating nostalgia with forward-thinking user-centric design. Their work extends into MINI’s digital landscape, creating intuitive user interfaces like the round OLED center display that merges entertainment, control, and brand heritage.
Cross-Industry Influence and Human-Centered Approach
The studio’s ‘think tank’ ethos is strengthened by projects spanning aviation, consumer electronics, and more, fueling cross-industry innovation for BMW Group clients. Their human-centered approach ensures designs focus on comfort, connectivity, and wellbeing, keeping emotion and intuition at the core of automotive products.
BMW’s Presence Beyond Designworks
The celebration coincides with other major milestones, including the 50th anniversary of BMW’s 3 Series, highlighted in a Petersen Automotive Museum exhibit. BMW Group’s expansive U.S. presence now includes nearly 30 locations in 12 states, contributing significantly to the company’s global growth with major manufacturing in South Carolina and an economic impact of more than $43 billion annually.
Looking Ahead: Innovation from Silicon Beach
Positioned in ‘Silicon Beach’, Designworks continues its legacy as an innovation leader, shaping sustainable mobility solutions and future-forward design language for BMW’s evolving lineup. With landmark achievements and a vibrant, cross-disciplinary perspective, BMW Group is poised for continued growth and impact in years to come.
