BMW Group DesignworksUSA opens new Asian studio in Singapore

Singapore, August 25, 2005. Anticipating the region's future influence
on design, BMW Group DesignworksUSA, the California-based strategic
design consultancy, will open a studio in Asia's rapidly expanding
market early next year. To be sited in Singapore, the news was
announced by Dr. Helmut Panke, Chairman of the Board of Management of
BMW AG, DesignworksUSA's parent company, as he traveled to the country
for meetings with Singapore's Prime Minister, Mr. Lee Hsien-Loong.
"The new studio of BMW DesignworksUSA in Singapore will complement
our international network," says Verena Kloos, president of the
company. "Being an active part of this pulsating culture enables
us to broaden our competencies and strengthen DesignworksUSA's global
design leadership." An emerging center for design, especially in
the areas of architecture, interior design, and environmental design,
Singapore is strategically located in South East Asia, and embraces
diverse cultures. In addition to an excellent infrastructure, it offers
a highly design-proactive environment supported by the Singapore
Government, especially the Ministry of Information, Communication and
the Arts and the Economic Development Board. With more than fifty
percent of the world's population in Asia, the tremendous growth of
Asian markets is expected to heavily influence future global markets.
DesignworksUSA's presence in this burgeoning region will provide an
opportunity to adopt a holistic approach and to develop a base of
knowledge upon which the California-based global design consultancy and
its parent company, BMW Group, can draw. "By tapping into
Asia's emergent markets, DesignworksUSA gains a deeper understanding of
Asian consumer behaviors and offers a global perspective to its clients
in Asia, while incorporating the Asian characteristics in projects for
its U.S. and European clients. In addition, Asian clients will profit
from a seamless design approach and engineering support around the
clock," continues Ms Kloos. The Singapore studio will also allow
DesignworksUSA to showcase its design excellence and unique
cross-pollination approach to Asian markets. Focusing on the areas of
Information Technology, Industry & Travel, Objects & Space, Life
& Leisure, and Home & Office, provides DesignworksUSA with
abundant opportunities for cross fertilization of concepts and the
transfer of knowledge. Initially, DesignworksUSA will staff its
Singapore studio with experienced international designers. At the same
time, it will begin developing its staff, training personnel locally,
as well as at DesignworksUSA's headquarters in the United States and at
its branch office in Europe. The consultancy will also work with local
design institutions to identify talent for training internships, which
will also help to broaden DesignworksUSA's global network of diverse
designers with Asian talents. Welcoming DesignworksUSA's decision to
site its Asian office in Singapore, the Permanent Secretary at
Singapore's Ministry of Information, Communications and the Arts, which
oversees the development of the country's creative industries, Dr Tan
Chin-Nam said, "DesignworksUSA will immediately bring to Singapore
the company's experience and international network, enhancing
Singapore's cosmopolitan vibrancy and creating buzz in the local design
scene. "The company plans to train and develop local designers
will also strengthen the capability and enrich the quality of
Singapore's creative talent pool." Referring to the growing
presence of BMW in Singapore, Mr. Teo Ming-Kian, Chairman of the
Singapore Economic Development Board, said, "The setting up of BMW
DesignworksUSA here is a strong vote of confidence for Singapore's
continued relevance to BMW Group's growth plans. It reinforces
Singapore's value proposition for automotive leaders such as BMW, and
further cements the good relationship between BMW and Singapore."
The BMW Group and DesignworksUSA are already involved in the cultural
development of the region. Last year, Mr. Chris Bangle, Director of BMW
Group Design, and Member of the Board of Directors of DesignworksUSA,
was appointed by the Singapore Government to an International Advisory
Panel (IAP) for DesignSingapore Council. In this capacity, Mr. Bangle
is expected to advise on how Singapore can develop its design
industries. # # # About BMW Group DesignworksUSA BMW Group
DesignworksUSA is a premier international design consultancy
headquartered in Newbury Park, California with a branch office in
Munich, Germany. Founded in 1972 by designer Charles Pelly, the
company was acquired by the BMW Group in 1995. DesignworksUSA has the
experience and resources to successfully develop design solutions for
partners in almost any industry. With a deep understanding of future
context, the DesignworksUSA studios bring the highest level of design
competence to a broad but select range of premium products including
cars, sports equipment, motorcycles, lifestyle products, trains,
fashion, airplanes and high-technology devices. While the BMW Group
represents the design consultancy's biggest client, prestigious names
like BenQ, Nokia, Adidas, Motorola, Microsoft, Hewlett-Packard,
Heidelberg, Kyocera, Star-Trac, Trico Sports, Sachs, Gulfstream,
Hayworth, Razor, Scott USA, Villeroy & Boch, Viking, Waterpik,
Wired, John Deere, Paccar, Allergan, Siemens and many others have
profited from DesignworksUSA's unique know-how. The firm's unique
approach guarantees the highest level of creativity based on more than
30 years of experience in this diverse field of design application
paired with DesignworksUSA's high demand in process quality. The
consultancy's multinational teams translate consumer brand attitudes
into strategic design visions and product concepts. Designs to be
developed will also draw from DesignworksUSA's work for technology
programs reaching 5 - 20 years into the future. Its website is www.designworksusa.com.