BMW Designworks head Holger shows off the new studio.
BMW Designworks head Holger Hampf shows off the new studio in Santa Monica, California.
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How BMW’s Designworks churns out 300 product designs a year

  • Posted byby Dean Takahashi
  • Updated
  • 17 min

BMW recently located its Designworks product design studio to the heart of Silicon Beach in Los Angeles. BMW recently opened the studio in Santa Monica, California, to the press to celebrate its 50 years of designing cars, media and other technology-based products.

Its mission from the BMW Group is not only to design the latest automobile concepts but also deliver cross-industry designs for external clients and stay at the forefront of innovation, design and sustainability. The BMW team talked about designs like the BMW i Vision Dee concept car that can change into 32 different colors on the fly, and it showed off its BMW M Hybrid V8 race car.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.