Designworks
Product brand
UnclaimedJapanese clothing brand known for creative designs.
Last updated August 31, 2026
Overview
Designworks is a Japanese clothing brand that may be known for creative and unique design styles, offering a variety of apparel products. The brand name suggests 'design work', possibly emphasizing the design process and innovation.
History
Designworks was established independently in 1972 by designer Charles Pelly under the name DesignworksUSA. The original studio operated in Malibu Canyon, California, and began with three designers. Its first customers included Hyster and Otis Elevator Company, giving the firm an early focus on industrial and commercial products rather than automobile styling alone. In 1978, the company moved to Van Nuys and established a Detroit-based sister studio called D2. It later relocated to Agoura in 1986 and to Newbury Park in 1988. The 1980s were a period of expansion into multiple design disciplines and industries. In 1986, Designworks designed the seats for BMW's 8 Series, marking its first documented BMW project. By the end of the decade, its client list also included Nokia, Compaq, Siemens, and Adidas. BMW acquired a substantial share of Designworks in 1991. The partnership deepened in 1993, when the studio began its first BMW exterior-design project, associated with the 1998 BMW 3 Series E46. BMW bought the remaining shares in May 1995, turning Designworks into a wholly owned BMW Group subsidiary. The company nevertheless retained an external consultancy role and continued to work for clients outside the automotive sector. In the same period, artist David Hockney created a BMW Art Car at the studio. Internationalization followed BMW's acquisition. Designworks opened a Munich studio in 1998 and established a Singapore studio in January 2006. A new studio wing in Newbury Park was unveiled in 2007, and a Shanghai studio opened in April 2012. In 2015, the company shortened its name from DesignworksUSA to Designworks. The consultancy's BMW-related work has included contributions to the BMW 3 Series E46, BMW Z8, BMW 7 Series interiors, BMW 5 Series, BMW sport-activity-vehicle programs, BMW electric-car development, and BMW Touring motorcycles. Its work has also extended to the BMW 8 Series E31 seats. The studio's broader portfolio has included aviation, marine, industrial equipment, consumer electronics, food-service, and mobility projects for organizations such as Embraer, Hewlett-Packard, Starbucks, Coca-Cola, Konica Minolta, EVA Air, Pilatus Aircraft, John Deere, Bavaria Yachtbau, ASUS, and Singapore Airlines. Designworks has been led by a succession of designers who moved between the consultancy and BMW Group design leadership. Henrik Fisker served as president beginning in 1999, followed by Adrian van Hooydonk in 2001, Verena Kloos in 2004, and Laurenz Schaffer in 2009. Oliver Heilmer became president in August 2016 and moved to Munich in 2017 to lead MINI Design. Holger Hampf became president on 1 September 2017 and remained in the position until 2024, when he also moved to Munich for responsibility for MINI Design. Anders Warming became head of Designworks on 1 October 2024. The company is based in Santa Monica and maintains additional studios in Munich and Shanghai.
- 2024
Anders Warming becomes head of Designworks
[1]Warming takes over leadership on 1 October 2024 after earlier work at Designworks and senior BMW Group design roles.
- 2015
Company renamed Designworks
[1]The former DesignworksUSA adopts the shorter Designworks name.
- 2012
Shanghai studio opens
[1]Designworks expands into China with a studio in Shanghai.
- 2006
Singapore studio opens
[1]The consultancy adds a Singapore location to its international studio network.
- 1998
Munich studio opens
[1]Designworks establishes a studio in Munich, strengthening its connection with BMW Group's German design operations.
- 1995
BMW becomes sole owner
[1]BMW purchases the remaining ownership interest in Designworks in May.
- 1991
BMW acquires a major stake
[1]BMW purchases a large percentage of Designworks, establishing the basis for eventual full ownership.
- 1986
First BMW project
[1]Designworks designs seats for the BMW 8 Series E31, beginning its documented relationship with BMW.
- 1978
Expansion to Van Nuys and Detroit
[1]The company moves to Van Nuys and creates its first sister studio, D2, in Detroit.
- 1972
DesignworksUSA is founded
[1]Charles Pelly establishes the independent design studio in Malibu Canyon, California, with three designers.
Products and positioning
A premium, multidisciplinary design consultancy combining independent client work with BMW Group's automotive and mobility expertise.
Automotive interior design · 1986
BMW 8 Series E31 seating
Designworks designed the seats for BMW's 8 Series E31 in 1986. The project was the studio's first documented work for BMW and helped establish a long-term relationship that later encompassed vehicle exteriors, interiors, and broader mobility programs.
Automotive exterior design · 1998
BMW 3 Series E46
Designworks began its first BMW car exterior-design project in 1993 for the generation of BMW 3 Series associated with the E46 designation and 1998 model introduction. The program marked a significant expansion beyond component and interior work.
Automotive design
BMW Z8
The BMW Z8 is among the BMW vehicle programs identified as receiving Designworks contributions. The studio's involvement illustrates its role in selected BMW Group design assignments rather than ownership of a standalone vehicle marque.
Automotive interior design
BMW 7 Series interior
Designworks contributed to the interior design of the BMW 7 Series. Such work forms part of the consultancy's broader practice of combining materials, ergonomics, user interaction, and visual design for vehicle cabins.
Motorcycle design
BMW Touring motorcycles
The studio has been associated with design work for BMW's 100 and 1200 Touring motorcycles, extending its BMW transportation portfolio beyond passenger cars into two-wheel mobility.
Electric mobility design
BMW electric-car development
Designworks participated in development work connected with a BMW electric car. The project reflects the studio's involvement in emerging mobility formats and BMW Group's transition toward electrified transportation.
Professional design services · 1972
Industrial and mobility consultancy
Designworks provides multidisciplinary consulting across industrial products, transportation, mobility systems, consumer electronics, aviation, marine equipment, and customer experiences. The offering is project-based rather than a standardized consumer product line.
Brand decisions
2015
Rebranding from DesignworksUSA to DesignworksStrategyBackground
The consultancy had developed studios and clients across several countries and industries.
Action taken
The company changed its public name to Designworks.
Aftermath
The shorter name better represented the consultancy's international studio network and multidisciplinary positioning.
1995
BMW completes acquisition of DesignworksM&ABackground
BMW had held a major stake in Designworks since 1991.
Action taken
BMW purchased the remaining ownership interest in May 1995, making Designworks a wholly owned BMW Group subsidiary.
Aftermath
Designworks retained a role serving outside clients while becoming an integrated source of design capability for BMW Group programs.
1991
BMW acquires a substantial stake in DesignworksM&ABackground
Designworks had developed a relationship with BMW through projects including the BMW 8 Series seating program.
Action taken
BMW acquired a large percentage of the independent design studio while Designworks continued its broader consultancy work.
Aftermath
The transaction preceded BMW's purchase of the remaining shares and the creation of a wholly owned BMW Group subsidiary.
Recent events
- 2024
BMW appoints Anders Warming to lead Designworks[1]
Leadership change
Anders Warming became head of Designworks on 1 October 2024 after earlier serving as an automotive designer at the studio and holding senior design roles for MINI, Rolls-Royce, and BMW Group.
- 2024
Holger Hampf moves from Designworks to MINI Design[1]
Leadership change
Holger Hampf's tenure as president of Designworks ended when he moved to Munich to take responsibility for MINI Design.
- 2015
Designworks changes name from DesignworksUSA to Designworks[1]
Other
The BMW-owned consultancy adopted the shorter Designworks name, reflecting its international scope and studio network.
- 2012
Designworks opens Shanghai studio[1]
Other
Designworks expanded its international studio network by opening a location in Shanghai.
Sources2 sources
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