DESIGN TALK AT Soho House, New York

Celebrating the 35th America’s Cup: Designworks joins BMW i Design Talk at Soho House, New York.

On May 7th Laurenz Schaffer, president of Designworks, together with Sir Russell Coutts, CEO of the America’s Cup Event Authority (ACEA) will be guests of the BMW i Design Talk, a panel discussion at Soho House, New York, that will investigate into the connection between design and yachting. The America’s Cup is the oldest trophy in international sport and is also seen as the most challenging competitive sailing event, combining

best athletes with best technology. For years BMW has been technology partner of the USA ORACLE TEAM at the America’s Cup. Under the title “Design meets Performance” Laurenz Schaffer and Sir Russell Coutts will give insights into the power of design to achieve better performance and into the role of sports and athletes as inspiration forces for the creative industry.

What meaning has design as success factor in the field of sports?

Lightweight, aerodynamics and psychology: Insights from Designworks projects in the field of yachting, skiing, biking or bobsleigh.

Image of Designs for HEAD

How can design support the goal of achieving better performance?

With the smaller, sleeker & lighter carbon fiber 2Man bobsled we designed for US athletes, the team won the first 2Man Olympic medals in 62 years (men) and 50% of all Olympic medals in 2014!

What are the demands and what will be the trends in design?

Laurenz will share his very personal view on the topic outlining how the requirement of “staying relevant” will be one of the main challenges for design in the future.