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Exclusive Interview with the Boss of BMW DesignWorks USA - VIDEO FEATURE

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BMW DesignworksUSA: The world’s most innovative design company

LONDON - April 15, 2010: The art of innovation is key for every business savvy company in the world, but it seems that few can claim to be quite so innovative as BMW Group DesignworksUSA. Last month crowned as the “#1 Most Innovative Company in Design” by Fast Company magazine, the company simply brings a unique approach to design.

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Essentially a ‘mash up’ of Californian car culture and German precision and engineering, the company has let the thriving result loose on everything from yachts to mobile phones, to electric shavers to aircraft interiors, with exceptional results. Laurenz Schaffer, the group’s President, is leading the way, and in an exclusive interview with he explains how the organization’s overtly innovative culture is helping to redefine the very essence of design.

Speaking to’s Editor-in-Chief Adam Burns, Laurenz explains how the main asset of the company is not the materials being created, but the creative people behind the designs. He also explained how the “true differentiator” of the company is a “cross-fertilization” of ideas – a “basic belief that working across differing disciplines is what really makes up good ideas”.

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