‘BMW GROUP DESIGNWORKSUSA’ CREATES ANOTHER PASSIONATE DESIGN FOR SAECO
11/13/2008

Right in time for Christmas: ‘BMW Group DesignworksUSA’ creates another passionate design for Saeco.
Munich. A design can only ever be as passionate as the people that create it. At ‘BMW Group DesignworksUSA’ an international design studio and subsidiary of BMW Group, people speak the language of passion perfectly well: The studio which operates not only in the automobile sector but also in many other industries has once again given expressive form to the passion for a Latin love of coffee with the design for the ‘Saeco Xsmall’ - the tiny miracle of space within the Saeco portfolio.

With the design of the Xsmall, ‘BMW Group DesignworksUSA’ is expressing Saeco’s philosophy of indulgence to a maximum effect on minimum space. With the Xsmall, the smallest model in the Saeco portfolio, the design takes on the role of a storyteller who enchants the coffee lover by telling a sensuous story from the world of Latin coffee preparation: As with its predecessor versions, ‘BMW Group DesignworksUSA’ again applied soft and elegant lines for the Xsmall which passionately celebrate the way of the coffee flowing right into the cup. This sensuous experience is supported by a two-colour combination of the machines with a strong colour contrast that addresses young coffee lovers in particular. The design of the Saeco Xsmall is completely in harmony with the full Saeco product range, picking up the design language of the predecessor models: the operating elements are decoratively placed at the focal point of the typical, half-closed coloured casing, crowning the 360-degree surface design. The design developed by ‘BMW Group DesignworksUSA’ for the Xsmall stands for emotion, passion and quality.

About ‘BMW Group DesignworksUSA’
‘BMW Group DesignworksUSA’ is a subsidiary of the BMW Group. Founded in 1975 in Los Angeles, the heart of the vibrant Californian automobile industry, the studio carried out its first commissions for the BMW Group back in the 1980s, working at the time under the name ‘DesignworksUSA’. From its early years onwards, top brands such as Nokia or HP were amongst the clientele of this creative studio, which has carved out a reputation since then through its fascinating mixture of strategic competence, sensitive intuition and unlimited creativity, and which has convinced Saeco too of the benefits

of its passionate design. The company was acquired by the BMW Group in 1995 and now operates worldwide from its three locations in Europe, America and Asia. It also acts as impulse-trigger for the BMW Group Design and as the driver of innovations for clients in various industries ranging from IT and leisure electronics, through aircraft engineering, the medical sector, the environment to the sports and lifestyle industry. On the one hand, the design studio provides inspiration for BMW Group designs, and on the other hand, experience from the complex and visionary world of automobiles is integrated into design projects for clients working outside the automobile industry. The most important foundation for the success of ‘BMW Group DesignworksUSA’ is its strong brand orientation, which focuses each design on the product’s brand personality. The design identity of the Saeco brand is impressive proof of this.
Source BMW USA

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