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August 31,
2005
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"The new Asian studio will complement our international network," says Verena Kloos, president of DesignworksUSA, "Being an active part of this pulsating culture enables us to broaden our competencies and strengthen DesignworksUSA's global design leadership." An emerging center for design, especially in the areas of architecture, interior design, and environmental design, Singapore is strategically located in South East Asia, and embraces diverse cultures. In addition to an excellent infrastructure, it offers a highly design-proactive environment supported by the Singapore Government. With more than fifty percent of the world's population in Asia, the tremendous growth of Asian markets is expected to heavily influence future global markets. DesignworksUSA's presence in this burgeoning region will provide an opportunity to a holistic approach and to develop a base of knowledge upon which the California-based global design consultancy and its parent company, BMW Group, can draw. "By tapping into Asia's emergent markets, DesignworksUSA gains a deeper understanding of Asian consumer behaviours and offers a global perspective to its clients in Asia, while incorporating the Asian characteristics in projects for its U.S. and European clients. In addition, Asian clients will profit from a seamless design approach and engineering support around the clock", continues Ms Kloos. The Singapore studio will also allow DesignworksUSA to showcase its design excellence and unique cross-pollination approach to Asian markets. Focusing on the areas of Information Technology, Industry & Travel, Objects & Space, Life & Leisure, and Home & Office, provides DesignworksUSA with abundant opportunities for cross fertilization of concepts and the transfer of knowledge. Initially, DesignworksUSA will staff its Singapore offices with experienced international designers. At the same time, it will begin developing its staff, training personnel locally, as well as at DesignworksUSA's headquarters in the United States and at its branch office in Europe. The consultancy will also work with local design institutions to identify talent for training internships, which will also help to broaden DesignworksUSA's global network of diverse designers with Asian talents. Welcoming DesignworksUSA's decision to site its Asian office in Singapore, the Permanent Secretary at Singapore's Ministry of Information, Communications and the Arts, which oversees the development of the country's creative industries, Dr Tan Chin Nam said, "DesignworksUSA will immediately bring to Singapore the company's experience and international network, enhancing Singapore's cosmopolitan vibrancy and creating buzz in the local design scene. "The company's plans to train and develop local designers will also strengthen the capability and enrich the quality of Singapore's creative talent pool." BMW Group and DesignworksUSA are already involved in the cultural development of the region. Last year, Mr Chris Bangle, Director of BMW Group Design, and Member of the Board of Directors of DesignworksUSA, was appointed by the Singapore Government to an International Advisory Panel (IAP) for DesignSingapore. In this capacity, Mr. Bangle is expected to advise on how Singapore can develop its design industries. (August 25,
2005)
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