SHERIDAN, WYOMING – November 25, 2025 – BMW is marking 50 years of American creativity with a special celebration in Santa Monica and Los Angeles, spotlighting how its U.S. design studio and motorsport heritage continue to shape the cars enthusiasts love to drive today.
From Malibu Beginnings to a California Design Powerhouse
In Santa Monica, BMW’s Designworks studio opened its doors for an exclusive media program led by Head of BMW Group Design, Adrian van Hooydonk. The studio, originally founded in Malibu in 1972, has grown into a key creative force within the BMW Group. For design-conscious drivers, that means many of the details they enjoy every day—proportions, materials, interfaces—are born in the same sunny, culture-rich environment that inspires film, fashion, and tech.
"BMW Group Designworks has always been an essential creative hub for the BMW Group, our eyes and ears, but also a door that connects us to the outside world,” said van Hooydonk. “Our studio in Santa Monica is deeply connected to the U.S. culture and the creative energy of California which has helped shape our vision and the designs of many of our vehicles. The BMW X5 and the idea of a 'Sports Activity Vehicle' for instance was penned in California. It introduced a revolutionary new segment that went on to become one of our most successful products globally.”
Icons Born in California: X5, Z4, i3 and the Neue Klasse
Designworks has played a central role in some of BMW’s most beloved and influential models. The original BMW X5—often seen as the blueprint for sporty premium SUVs—was entirely conceived from an American perspective. The sculpted BMW Z4 Roadster and the forward-thinking BMW i3 also carry Designworks’ fingerprints.
Today, the studio’s influence continues with the Neue Klasse and the all-new BMW iX3. The team has helped define a fresh design language and in-car experience, while exploring sustainable materials and a “Design for Circularity” mindset. For everyday drivers, that translates into cabins that feel cleaner, more modern, and more environmentally conscious without sacrificing excitement.
MINI’s Playful Digital Experience
The relaunch of MINI under BMW ownership in the early 2000s is widely regarded as one of the most successful brand revivals in modern automotive history, and Designworks was there from the start. By blending British charm with contemporary design, the studio helped ensure that MINI feels both nostalgic and refreshingly modern on today’s roads.
Inside the latest models, the familiar round center display has evolved into a seamless OLED interface that unites information, entertainment, and control. It keeps MINI’s quirky personality intact while giving drivers a digital “command center” that feels intuitive and fun to use on daily commutes and weekend adventures alike.
A Cross-Industry Think Tank in Silicon Beach
Designworks doesn’t just look at cars. The studio works with partners across aviation, consumer electronics, and many other fields, bringing an “outside-in” mindset back into BMW’s world of mobility. That broader perspective shows up in features that prioritize comfort, connectivity, and wellbeing instead of just horsepower numbers.
The company adopts a human-centered approach focused on intelligent reduction—removing visual noise so that essential elements and emotions shine through. “Designworks is an innovation driver—for the BMW Group and other clients,” said Designworks CEO, Julia de Bono. “Our role is to challenge the status quo and explore questions around the future of mobility that our parent company may not yet be actively addressing. We draw on cross-industry inspiration to help gather insight and trends which effectively enriches our design process and future BMW Group products with a visionary, global perspective not available to other car manufacturers.”
Racing Heritage at the Petersen Automotive Museum
The anniversary celebrations continued at the Petersen Automotive Museum in Los Angeles, where BMW of North America and the museum are honoring half a century of BMW 3 Series motorsport history. The exhibit, “The Ultimate Racing Machine. 50 Years of the BMW 3 Series in Motorsports,” showcases race cars from all seven generations alongside beautifully preserved street models.
“For 50 years, the 3 Series has embodied the spirit of competition and innovation that drives the automotive world forward. This exhibit offers visitors a rare look at how BMW’s motorsport DNA has evolved—both on the track and on the street." Said Terry L. Karges, Executive Director, Petersen Automotive Museum. For visitors, it’s a chance to see how the car that defines “sporty sedan” has changed over time while keeping its core character.
Beyond the 3 Series, highlights include the Paul Bracq–designed BMW Turbo Concept from 1972, a BMW M1 Group 4 painted by artist Frank Stella, and a pristine first-generation BMW M5—each a reminder that BMW’s performance story is as much about design as it is about speed.
3 Ways BMW’s American Design Legacy Touches Your Daily Drive
- More intuitive interiors: Interfaces shaped in Silicon Beach make menus, displays, and controls feel more natural on the move.
- Emotionally engaging design: Sculpted exteriors and warm, thoughtful cabins help every trip feel more like an experience, not just a transfer.
- Future-ready mobility: Work on electrification, digitalization, and sustainable materials today means more responsible and connected driving tomorrow.
Learn more about BMW’s projects, design stories, and model heritage at https://www.bmwusa.com.