October 12 2009


Laurenz Schaffer Taking Reins at DesignworksUSA

Laurenz Schaffer, Director of DesignworksUSA's Munich Studio since 2000, will be taking over the position of the President of BMW's Subsidiary in Newbury Park, California from the 1st of December 2009. Schaffer, born in 1967, first worked as a product designer with renowned design studios in Stuttgart, Munich, and San Francisco, before joining the Munich Studio of BMW Group DesignworksUSA in 1998. In 2000 he took over management of the Munich Studio.

n his new function Schaffer will focus in particular on the ongoing development of DesignworksUSA as an international agency for strategic design, for product, automotive and transport design, and as a specialist in brand strategy. The independent design firm was was established in 1972 by design legend Chuck Pelly and was acquired by BMW in 1995. Today DesignworksUSA comes under the responsibility of BMW Group Chief Designer Adrian van Hooydonk, who himself was the President of this BMW Subsidiary in California from 2001 – 2004.

Mr. Schaffer succeeds Ms. Verena Kloos as the President of DesignworksUSA in California: Ms. Kloos had been in charge of the company since September 2004. Kloos, who joined BMW and DesignworksUSA after working for Volkswagen, Mazda and DaimlerChrysler Advanced Design, will be responsible for the Department of Context Design and Advanced Development in Munich at BMW Group Design.