Peter Falt, BMW Group DesignworksUSA

BMW Group DesignworksUSA

US
DE
SG

Opportunity Green
September 24, 2010

BMW Group DesignworksUSA Strategic Design Consultancy Opportunity Green September 24, 2010 1


Long-Term Thinking

What future needs can design
thinking provide solutions for?

What influencers will shape the
next product landscape and “The best way to predict the future
business strategy?
is to create it!”
How can a brand sustain in a Alan Kay
rapidly changing competitive
environment?



Value of Design

Design as a key factor to create, position
and experience the unique assets of a
company and its brand.
Design Strategy POSITION
Design should be an integral part of a
company´s core operations to develop
unique and tailored solutions striving to
achieve strategic targets and matching Design Language DIFFERENTIATE
the challenges within the market context
and company framework.

Design as a creative change agent for Design Process INNOVATE
identifying potentials, inspiring impulses,
interpreting the consumer mind-set and
questioning given standards by new
answers. Design Liaison BRAND EXPERIENCE




BMW Group DesignworksUSA is a global
design firm that offers full-service design
consulting for leading brands world wide. Creative Culture
We believe that breakthrough design
requires the fusion of different insights.
Strategic Vision
At DesignworksUSA, our design is based
on collective knowledge, curiosity and
our quest for excellence. Through our
collaborations, industry leaders are able Premium Knowledge
to realize design’s fullest business
potential.
Value of Design



One company with three locations

DesignworksUSA is headquartered in
Southern California where the
convergence of the entertainment
industry, the car culture, aerospace and
Munich
cutting edge lifestyle trends flourish in a
culture always looking to the future.

Tapping into the European design
culture, the studio in Munich bridges
diverse perspectives and advanced
topics to create design impulses in a
close link with the BMW Group home
base.
Los Angeles
Singapore
Our studio in Singapore captures and
translates the vibrant cultures and
emerging trends of the Asian region in its
design work for both regional and
international clients.



Program Types



Skills and Expertise

DesignworksUSA is one of the few global Product Design
design agencies with a full spectrum of Transportation Design
design expertise. We offer this breadth of
design knowledge at the highest level of Automotive Design
creativity under a single roof, leveraging Environmental Design
trans-disciplinary learning, ideas and
experiences to enrich all of our work.
Interaction Design
Color, Material & Finish Design
We are proud of our many long-term Design Communication
client relationships with a broad range of
industry leaders. Our works spans a Design Research
number of distinct and varied industry Design Strategy
categories. The single commonality is Sustainability Consulting
design excellence.
Creative Engineering
Product Development Engineering
3D Visualization & Modeling
Project Management



Cross Industry Engagements

Industry Segments External Clients Internal Clients

Information Technology

Life + Leisure

Object + Space

Industry + Travel

Cars + Motorcycles



Fast Company names DW #1 Most Innovative Design Company

#25 of 50 Most Innovative Companies


Cross Fertilization

The PUSH - PULL model represents our
service portfolio with value add from both
the corporate “pull” of BMW Group
push
industry insights and capability to effect markets + industries

needs and the continuous demands of
industry trends and market value of
design as driven by our clients and
competitors.

We ensure the highest level of creative Client worlds DesignworksUSA BMW Group
consulting through design quality and
business professionalism. We value and
Brand understanding to and from our parent company
carefully select our partnerships with
clients to ensure value both from and to
BMW Group.

pull
BMW thought process advantages and design culture competence



New Sources of Growth

Game Changing

Distinguishing
“FIND ME 50 TO 500
Ownable
MILLION IN NEW
REVENUE STREAMS” Unique
“Needle-moving”
“Category Creator”
“The Big Idea”



New Sources of Growth



Sort and Cluster



Mega Trend Influencers



Observation to Opportunities



Future Mobility

Context Foundation Projects
• definition of creative direction
• guide in robustness in decision
making
• influencer of creative efforts

Integrated Core Developments
• exploration and definition of 3D
appearance
• approach for company direction
driven by car design concept
• expansion into complete mobility
scenario

Creative Explorations
• continuous inspiration
• focused exploration of specific topics
and potentials



Future Mobility



Public Transportation

start
seamless journey experience
plan enter

1 removes barriers
discover

2 empowers users ticket

continue
3 drives
integration
arrive board

ride



Rewarding Choices



Sustainability Studies
Challenge & goals Working approach Creative Solutions

Task Collect Result shown in two documents
Exploration and analysis of relevance and impact of Collection of relevant sustainability knowledge within the
sustainability. BMW Group and existing sustainability knowledge. 1. Information and inspiration tool concerning
sustainability with regard to Color and Material Design.
Goals Assess => Provides a comprehensive and comprehendible
Evaluation of sustainable causalities and interconnections Understanding which information is lacking and which overview of background knowledge, key sustainability
within the big picture, define specific aspects in material future topics will be relevant for Designers in the field of topics and conclusions for Color and Material.
choice that raise awareness of a holistic view. sustainability.
2. Knowledge map with concrete sustainability topics
Reduction of complexity Translate and contact persons at BMW.
Transfer easy digestible andrelevant information that => Provides information about past and current
Information and inspiration designers need to implement sustainability in their daily sustainability activities/projects and key contact
work. persons
Open structure for actualization at BMW.



10% 85%

1. BASIC INTRODUCTION 5%
4. LIFE CYCLE ASSESSMENT
10. SUMMARY
2. DESIGN & SUSTAINABILITY
5. RECYCLING
11. CONCLUSION FOR COLOR & MATERIAL
6. EFFICIENCY
3. MATERIALS & SUSTAINABILITY 12. WHAT IS NEEDED FOR ECO-INFORMED

INTRODUCTION 7. RENEWABLE MATERIAL CHOICE?

8. HEALTH 10. OUTLOOK

9. SOCIAL IMPACT CONCLUSIONS

Leading into topic
HOT TOPICS
Conclusion and outlook
 Background information of
sustainability and its  Summary and conclusion for
interconnection to design Focus on relevant sustainability topics ED-B-23
and materials.
 Building up knowledge and  Draft of process: Which
competence information is needed for a
 Pointing out importance in several sustainability topics. sustainability-informed material
and future need to implement choice.
sustainability into the field  Reflection, conclusion and
of work. opportunities for Color and  Future outlook
Material Design in BMW framework.




4. LIFE CYCLE ASSESSMENT

5. RECYCLING

6. EFFICIENCY

7. RENEWABLE

8.

9.
HEALTH

SOCIAL IMPACT
LIFE CYCLE ASSESSMENT
Quantification of Sustainability
. RECYCLING .
From Cradle to Grave to Cradle to Cradle
EFFICIENCY .
From reduction to lightweight options

HOT TOPICS RENEWABLE .
From natural materials to natural derivates
HEALTH .
Human Ecosystem
SOCIAL IMPACT .
From status symbols to status stories


Façade
Wellness

36


Water Conservation

“Irrigation demand is the
single largest end use of
water in the urban sector in
California.”
Aquacraft, Inc. Water Engineering and
Management

“Irrigation demands
typically account for 50%
or more of the total water
used in many California
homes and businesses”
Aquacraft, Inc. Water Engineering and
Management



Intelligent Irrigation



Intelligent Irrigation
Assembly screws reduced from 4 to 2.
Savings: $0.12 x 30,000 units for 3 years =
$10,800
Unpainted PLA or recycled
plastic housing with recycling or
composting instructions molded
into part
addresses end-of-life scenarios laser etched logo on acrylic lens
eliminates foil process.
Savings: $0.20 per unit x 30,000 units
for 3 years = $18,000

Elimination of foil process ROI
reduces carbon emissions and
energy usage Multifunctional button reduces Project Cost: $30,000
part count from 3 to 1.
Savings: $0.25 x 30,000 units for Client Savings over 3 years:
3 years = $22,500 $10,800
+ $18,000
+ $22,500
+ $31,500
General part reduction reduces = $82,800 ($27,600 per year)
petroleum / energy usage and
carbon emissions Housing parts reduced from 4 to
Return on Investment:
3.
$52,800 over 3 years
Savings: $0.35 x 30,000 units
for 3 years = $31,500


Aerovironment Wind Turbine



Landscape Forms Metro40 Collection



Prefabricated PODS


Thank you
US
DE
SG

Opportunity Green
September 24, 2010


Peter Falt, BMW Group DesignworksUSA

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