Few know that legendary models like the 8 Series (E31), 3 Series (E46), and X5 (E53) weren’t entirely born at BMW’s Munich headquarters.
Instead, they were conceived at Designworks, a Los Angeles-based studio that holds the secrets of BMW’s heritage and its dramatic creative process. This studio is the birthplace of the German automaker’s iconic designs.
In the automotive world, BMW stands out as a brand that sparks both controversy and excitement with its design language. From the sleek lines of the Z4 (E85) to the bold, edgy aesthetics of the modern XM, every design emerges from an intense internal competition. BMW operates a unique system: when a new project begins, a design contest is launched among its three key studios in the USA (Designworks), Munich, and Shanghai. What sets BMW apart is its unwavering commitment to talent. If a junior designer submits the most impressive sketch, they are entrusted to bring it from paper to production, bypassing the need for senior oversight.
At Designworks USA, the crown jewel is the secret archive of the BMW Individual program. For BMW enthusiasts, “Individual” is more than a name—it’s the pinnacle of personalization. Housed on simple wooden shelves are thousands of legendary color and material samples. From Laguna Seca Blue and Imola Red to Dakar Yellow, these original swatches date back to the 1990s.
This archive is so extensive that it includes everything from intricate fabric weaves to meticulously crafted plastic samples, ensuring the precise tactile experience of each interior surface. It’s here that the identity of every bespoke BMW is shaped, allowing customers to customize everything from stitching to wood grain. This level of personalization rivals Porsche’s Paint-to-Sample program but with a unique heritage depth.
Beyond automotive designs, Designworks contributes to diverse projects, from the M Carbon Bucket racing seat and the iDrive system to first-class aircraft cabins. The fusion of American creative freedom and German engineering discipline has enabled BMW to produce vehicles that are not just modes of transport but cultural icons spanning decades.
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