Peter Falt, BMW Group DesignworksUSA

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

USDESG

BMW Group DesignworksUSA

September 24, 2010

Opportunity Green


What future needs can design thinking provide solutions for? What influencers will shape the next product landscape and business strategy? How can a brand sustain in a rapidly changing competitive environment?

“The best way to predict the futureis to create it!”


Long-Term Thinking

Alan Kay



Design Strategy POSITION

Design Language DIFFERENTIATE

Design Process INNOVATE

Design Liaison BRAND EXPERIENCE

Value of Design

Design as a key factor to create, position and experience the unique assets of a company and its brand.

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 the challenges within the market context and company framework.

Design as a creative change agent foridentifying potentials, inspiring impulses,interpreting the consumer mind-set andquestioning given standards by new answers.



Creative Culture

Strategic Vision

Premium Knowledge

Value of Design


BMW Group DesignworksUSA is a global design firm that offers full-service design consulting for leading brands world wide.

We believe that breakthrough design requires the fusion of different insights.

At DesignworksUSA, our design is based on collective knowledge, curiosity and our quest for excellence. Through our collaborations, industry leaders are able to realize design’s fullest business potential.



Los Angeles

Munich

Singapore

One company with three locations

DesignworksUSA is headquartered in Southern California where the convergence of the entertainment industry, the car culture, aerospace and 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.

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.


Vision Strategy Tactics

imagining the future creating the product

long-term near-term

crafting branded experiences


Program Types



Skills and Expertise

DesignworksUSA is one of the few global design agencies with a full spectrum of design expertise. We offer this breadth of design knowledge at the highest level of creativity under a single roof, leveraging trans-disciplinary learning, ideas and experiences to enrich all of our work.

We are proud of our many long-term client relationships with a broad range of industry leaders. Our works spans a number of distinct and varied industry categories. The single commonality isdesign excellence.

Product DesignTransportation Design

Automotive DesignEnvironmental Design

Interaction DesignColor, Material & Finish Design

Design CommunicationDesign ResearchDesign Strategy

Sustainability ConsultingCreative Engineering

Product Development Engineering3D Visualization & Modeling

Project Management



Internal ClientsExternal ClientsIndustry Segments

Information Technology

Life + Leisure

Object + Space

Industry + Travel

Cars + Motorcycles

Cross Industry Engagements


#25 of 50 Most Innovative Companies

Fast Company names DW #1 Most Innovative Design Company




DesignworksUSAClient worlds BMW Group

pull

push

Brand understanding to and from our parent company

Cross Fertilization

BMW thought process advantages and design culture competence

industry insights and capability to effect markets + industries The PUSH - PULL model represents our service portfolio with value add from both the corporate “pull” of BMW Group 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 consulting through design quality and business professionalism. We value and carefully select our partnerships with clients to ensure value both from and to BMW Group.



New Sources of Growth

“FIND ME 50 TO 500 MILLION IN NEW

REVENUE STREAMS”

Game Changing

Distinguishing

Ownable

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

enter

ticket

board

ride

arrive

start

plan

discover

continue

removes barriers1

2

3

empowers users

drives integration

seamless journey experience









Rewarding Choices



Rewarding Choices



Challenge & goals

TaskExploration and analysis of relevance and impact of sustainability.

GoalsEvaluation of sustainable causalities and interconnections within the big picture, define specific aspects in material choice that raise awareness of a holistic view.

Reduction of complexity

Information and inspiration

Open structure for actualization

Working approach

CollectCollection of relevant sustainability knowledge within the BMW Group and existing sustainability knowledge.

AssessUnderstanding which information is lacking and which future topics will be relevant for Designers in the field of sustainability.

TranslateTransfer easy digestible andrelevant information that designers need to implement sustainability in their daily work.

Creative Solutions

Result shown in two documents

1. Information and inspiration tool concerning sustainability with regard to Color and Material Design.=> Provides a comprehensive and comprehendible overview of background knowledge, key sustainability topics and conclusions for Color and Material.

2. Knowledge map with concrete sustainability topics and contact persons at BMW.=> Provides information about past and current sustainability activities/projects and key contact persons at BMW.

Sustainability Studies


4. LIFE CYCLE ASSESSMENT

5. RECYCLING

6. EFFICIENCY

7. RENEWABLE

8. HEALTH

9. SOCIAL IMPACT

HOT TOPICS

85%

CONCLUSIONS

10. SUMMARY

11. CONCLUSION FOR COLOR & MATERIAL

12. WHAT IS NEEDED FOR ECO-INFORMED

MATERIAL CHOICE?

13. OUTLOOK

5%

Leading into topic

Background information of sustainability and its interconnection to design and materials.

Pointing out importance and future need to implement sustainability into the field of work.

Focus on relevant sustainability topics

Building up knowledge and competence in several sustainability topics.

Reflection, conclusion and opportunities for Color and Material Design in BMW framework.

Conclusion and outlook

Summary and conclusion for ED-B-23

Draft of process: Which information is needed for a sustainability-informed material choice.

Future outlook

INTRODUCTION

10%

1. BASIC INTRODUCTION

2. DESIGN & SUSTAINABILITY

3. MATERIALS & SUSTAINABILITY




4. LIFE CYCLE ASSESSMENT

5. RECYCLING

6. EFFICIENCY

7. RENEWABLE

8. HEALTH

9. SOCIAL IMPACT

HOT TOPICS

LIFE CYCLE ASSESSMENT.Quantification of Sustainability

RECYCLING.From Cradle to Grave to Cradle to Cradle

RENEWABLE.From natural materials to natural derivates

HEALTH.Human Ecosystem

SOCIAL IMPACT.From status symbols to status stories

EFFICIENCY.From reduction to lightweight options




36

FaçadeBMW Group DesignworksUSA

Wellness



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 Californiahomes and businesses” Aquacraft, Inc. Water Engineering and Management



Intelligent Irrigation


Project Cost: $30,000

Client Savings over 3 years: $10,800 + $18,000 + $22,500+ $31,500= $82,800 ($27,600 per year)

Return on Investment: $52,800 over 3 years

laser etched logo on acrylic lens eliminates foil process.Savings: $0.20 per unit x 30,000 units for 3 years = $18,000

Multifunctional button reduces part count from 3 to 1.Savings: $0.25 x 30,000 units for 3 years = $22,500

Housing parts reduced from 4 to 3.Savings: $0.35 x 30,000 units for 3 years = $31,500

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

General part reduction reduces petroleum / energy usage and

carbon emissions

Elimination of foil process reduces carbon emissions and

energy usage

ROI


Intelligent Irrigation



Aerovironment Wind Turbine



Landscape Forms Metro40 Collection


Prefabricated PODS



USDESG

BMW Group DesignworksUSAThank you

September 24, 2010

Opportunity Green

Peter Falt, BMW Group DesignworksUSA

Documents

life cycle assessment

bmw group

industry leaders

material choice

2010opportunity green

holistic view

big picture

raise awareness