In the US, there are a number of BMW faithful who wish the automaker would stick to performance cars. But in other parts of the world, the brand's perception is different. That's one of the many things BMWBlog learned recently when it visited BMW Designworks at its new space in Santa Monica, California.
Known as the "architects of the future" for BMW, Holger Hampf, President of BMW Designworks, and Design Director Adrian van Hooydonk are shaping BMW's styling. At the new studio’s opening, which coincided with the Frieze Los Angeles art fair, they spoke at length about the Designworks facility and topics including art cars, the importance of collaboration, and challenges faced by BMW designers.
