BMW Group DesignworksUSA Singapore Studio's first Asian luxury experience takes off.

Singapore - The first project for BMW Group DesignworksUSA Singapore
Studio in Asian luxury experience took off this month in the form of
design for BJETS, a luxury private jet service and the region's first
dedicated personal aviation provider. The global design consultancy
BMW Group DesignworksUSA established the Singapore Studio in early 2006
and has completed a number of innovative, Asian focused projects. The
partnership with BJETS leveraged on the Consultancy's insights in Asian
premium lifestyle combined with the luxury aviation design expertise of
its Californian team, to develop the design solution tailored for the
exclusive target client group. Seeing the growing demand for flexible
and luxury private aviation, BJETS, based in Singapore and Mumbai, was
formed to bring private jet travel within easy reach to the rising
number of high net worth individuals in India and Southeast Asia. The
Company approached BMW Group DesignworksUSA's Singapore studio in July
2007 and engaged them to create a color, material and finish program
for the interior cabin focused on comfort, discretion and practicality
as well as an exterior graphic program reflecting BJETS key proposition
to "Own the way you fly with the freedom to travel wherever,
whenever you want". With BMW Group DesignworksUSA's reputation
for innovative and progressive designs in the global transportation and
automotive space, its understanding of Asian premium lifestyle and the
rising trend of aviation and wealth, BJETS utilized DesignworksUSA's
expertise to create the distinctive experience for its fleet of
aircraft. BMW Group DesignworksUSA's track record in luxury aviation
design for leading manufacturers such as Boeing Business Jets, Embraer
and Pilatus further enhanced its firm foundation in developing a luxury
experience for this exclusive group of high net worth Asian clients.
With three design studios in Singapore, California and Munich,
DesignworksUSA is able to gain a real time understanding of private
aviation trends as well as current insight into Asian luxury
preferences. The internal cross fertilization of creative inspiration
across industries has resulted in numerous, international design
awards. This combination of design excellence, a trusted team and
proven success was what BMW Group DesignworksUSA brought to BJETS for
their cabin interior design project . "Our global capabilities
with design studios in Singapore, California and Munich enabled us to
accept the challenge of creating an interior focused on regional
aesthetics without neglecting the bigger picture deliverable of a
global product," said Niko von Saurma, Director of BMW Group
DesignworksUSA Singapore Studio. "We are able to use our
expertise in luxury aviation interior design and innovative material
applications as a means for clients to differentiate their brand and
deliver a unique experience," Saurma explained. Mr. Mark Baier,
CEO, BJETS, said, "DesignworksUSA's global locations were ideal
for the seamless management of the project. Their Singapore Studio
managed the overall design program working alongside the BJETS team in
Asia, while their California Studio executed the implementation
process, working closely with aircraft finishing centres located in the
US. "The team's up to date understanding of aviation trends
together with a unique insight into Asian luxury patterns were used to
create a design language encapsulating the preferences of BJETS' target
customers and corporate brand values," added Baier. BMW Group
DesignworksUSA Headquartered in California, BMW Group DesignworksUSA
established its Singapore Studio in early 2006 to meet the growing
demand for design services in the region. This studio has become the
creative node for international design teams who are interested in
serving the region. The creative space, design resources and cultural
insights of the Singapore Studio has made it a hotbed for creative
ideas to flourish, with the cross-pollination of cultural insights
between the East and the West, resulting in a unique design service for
the Asian market. The design team is committed to a distinctive
collection of international companies in the fields of IT,
entertainment, electronics, boat manufacturing, aircraft technology,
household, lifestyle and sports. Last year, BMW Group DesignworksUSA
won the red dot design team of the year award. Some of their
award-winning products include the Embraer Legacy and Phenom aviation
interiors, Zeydon Z60 yacht, BMW Cruise Bike, ecopod compact recycler,
and Saeco Talea espresso machine.