BMW’s design evolution has sparked both admiration and debate among car enthusiasts. The brand’s recent design choices have been the subject of intense discussions, leaving some fans thrilled and others perplexed. However, the true hub of BMW’s design innovation lies not in Munich, but in a lesser-known company called Designworks.
Though many assume models like the E46 3 Series and the F87 M2 emerged from BMW’s headquarters, they were actually sculpted by Designworks, a creative powerhouse located in Los Angeles. This studio has been responsible for a range of iconic designs, including the E53 X5, I01 i3, and the breathtaking E31 8 Series, along with more unconventional projects like the M Carbon Bucket seats and an advanced first-class aircraft cabin.
Recently, I had the opportunity to explore the inner workings of Designworks and gain insight into BMW’s design process. This studio, which produced both the F80 M3 and the BMW XM within a decade, offers a fascinating glimpse into the brand’s creative journey. For a closer look at BMW’s design evolution, you can visit BMW’s page.
The design process at BMW begins with a competitive showdown between three main design studios: Designworks USA, Designworks Munich, and Designworks Shanghai. The company’s internal design team also plays a part, but Designworks is the primary driver behind BMW’s visual identity. When a new design is needed, a competition is held, and the winning design is brought to fruition.
What sets BMW apart is its unique approach to nurturing young talent. Even if a junior designer wins the competition, they get to oversee their design through to completion, collaborating closely with BMW’s seasoned teams. This method has paved the way for some of BMW’s most celebrated models, like the E46, which was crafted under the guidance of then Designworks leaders Erik Goplen and Chris Bangle.
While I did not visit the original Newbury Park studio where the E46 was conceived, the new Santa Monica studio houses many relics from that era, including a treasure trove of materials for BMW’s Individual program. This special-order service allows customers to personalize their BMWs with a wide array of colors, patterns, and trims. The studio’s shelves hold thousands of color swatches and interior material samples, showcasing popular shades like Laguna Seca Blue and Imola Red, as well as original master samples dating back to the 1990s.
The visit to Designworks was visually captivating, and for those interested in experiencing it firsthand, our latest video offers an in-depth look at the studio’s creative environment.
Original Story at www.motor1.com