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BMW Group Designworks USA

BMW Group DesignworksUSA brings a unique approach to design. Born out of the cutting-edge vitality of Southern California's design and car culture, and continually enriching itself with the highest levels of global design expertise, DesignworksUSA has enjoyed thirty-plus years as a leading, award winning strategic design consultancy.

"Emeco planned a re-issue of an old chair from 1951, but we quickly agreed that Emeco should create a version of '1951' that retained Emeco's DNA, yet looked forward, Gregg (Buchbinder) instinctively knows what is good for Emeco and we agreed that the modernization of the original chair would be 100 % Classic Emeco - simple, utilitarian and masculine. Lines and surfaces were discussed at length, as well as the "stance" of the new '1951', which is a lot more dynamic than the original. The design phase that followed was one of the most collaborative and rewarding experiences of my life. I had dealt with similar issues designing modern cars for the Mini and BMW brands, and I have incorporated these ideas. '1951' is the first Emeco product that combines new materials for the seat and back - technically molded ABS plastic, with classic aluminum construction. This will allow customers to add color and simplifies manufacturing - reducing cost. As in good car-design, these added functional elements create a clean, simple and dynamic look that will appeal to customers on an emotional level while projecting strength."

- Adrian Van Hooydonk (from


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