Designworks Shanghai Relocates to West Bund District

Designworks: Team Shanghai

BMW Designworks Unveils New Innovation Studio in Shanghai's West Bund District

The BMW Group’s Designworks innovation studio is expanding its global footprint with a new location in the vibrant West Bund district of Shanghai, China. Situated in the heart of the city’s flourishing arts, culture, and business hub, the studio is poised to generate cutting-edge design ideas for both the BMW Group and external clients.

Studio Inauguration at West Bund Art & Design Fair Shanghai

The official launch of the studio coincides with the West Bund Art & Design Fair Shanghai, running from November 9 to 12, 2023. As part of the inauguration, the BMW Group will host the talk “Art & Design: Co-Creation x Technology,” featuring multimedia artist Cao Fei, Jessica Zhang from the Today Art Museum Beijing, and Holger Hampf, head of Designworks. The event aims to explore the intersection of art, design, and technology, with emerging talents presenting BMW-inspired collaborations.

Shanghai Studio: A Hub for Creative Collaboration

Housing approximately 50 creatives in a dynamic environment surrounded by cultural institutions, the new Designworks studio in West Bund fosters collaboration with BMW Group’s design teams globally. Adrian van Hooydonk, head of BMW Group Design, emphasizes the studio’s strategic role in bringing Asian perspectives to the forefront of global innovation.

Insights into Chinese Culture and Customer Preferences

The Designworks studio in Shanghai serves as a vital source of insights into Chinese culture, tradition, and evolving customer needs. With a focus on human-centered design, the team aims to address the specific requirements of customers in China and the broader Asian region. This valuable knowledge is integrated into the design of models such as the new BMW 5 Series Sedan, tailored exclusively for the Chinese market.

Sustainable Design and Cross-Industry Collaborations

The Shanghai studio contributes to sustainable design practices, combining traditional craftsmanship with visionary materials. Collaborations with local tech startups bring a modern twist to traditional Chinese handicrafts. Designworks’ influence extends beyond automotive design, encompassing projects with partners like CRRC, Yadea, and Fotile, showcasing a diverse portfolio of cross-industry collaborations.

The Designworks studio in Shanghai not only strengthens BMW Group’s presence in the dynamic Asian market but also emerges as a hub for cross-cultural creativity, innovation, and sustainable design practices.