The presentation of the red dot award 2010 once again provides impressive confirmation of the outstanding quality of BMW Group design. Laurenz Schaffer (President BMW DesignWworks) talks to Meettheboss.tv on the company’s innovative approach to design and ‘out of the box thinking’ which repeatedly sees them beating the competition and driving ‘new thinking’ to design.
“A driven-ness to design, which ultimately speaks to the passion of design, the driving aspect, the essence of what we are about.”
The art of innovation is key for every business savvy company in the world, but it seems that few can claim to be quite so innovative as BMW Group DesignworksUSA. Last month crowned as the “#1 Most Innovative Company in Design” by Fast Company magazine and even more recently receiving further awards from Red Dot, the company simply brings a unique approach to design.
Red Dot accredited the unique quality of BMW Group design. This is based on a design philosophy which runs across all brands, enabling the character of each brand and each model to be accurately gauged so that the individual qualities of each are precisely reflected in its design. BMW DesignWorks explains to Meettheboss.TV the importance of receiving such awards.
“It’s a great reward for designers, because ultimately that’s proof, immediate proof, for success in the design community. Usually, design awards are done by expert circles, designers themselves, and a pretty high calibre of people. So having them select our designs is a big reward for us.”
Essentially a ‘mash up’ of Californian car culture and German precision and engineering, the company has let the thriving result loose on everything from yachts to mobile phones, to electric shavers to aircraft interiors, with exceptional results. Laurenz Schaffer, the group’s President, is leading the way, and in the exclusive interview with MeetTheBoss.tv, he explains how the organization’s overtly innovative culture is helping to redefine the very essence of design.
Laurenz continues to explain how the main asset of the company is not the materials being created, but the creative people behind the designs. He also explained how the “true differentiator” of the company is a “cross-fertilization” of ideas – a “basic belief that working across differing disciplines is what really makes up good ideas”, he said.
DesignworksUSA has already enjoyed over 30 years as a leading, award winning strategic design consultancy, and an enduring creativity seems to be bringing the firm enduring value. The future? Well, its design – at least – is in safe hands.
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