A couple of management changes will take place at BMW AG as Laurenz Schaffer replaces Verena Kloos on December 1 to take charge of the automaker's studio in California. Schaffer, who has been with the BMW design staff for 11 years, will serve as president of Designworks USA.
Meanwhile, Kloos, who has led the Newbury Park studio since 2004, will be responsible for context design and advanced development at BMW's Munich studio. Schaffer is a graduate of industrial design from Munich 's Advanced Technical College. He also attended Ludwig Maximilian University in Munich.
From 2000, Schaffer has led the Munich branch of DesignworksUSA. From 2003 to 2006, he headed BMW's lifestyle design group.
Before joining BMW in 1998, Schaffer was responsible for industrial design for Frogdesign GmbH in Altensteig , Germany , and worked on projects for Siemens, Sony, and Lufthansa.
During his stint at Frogdesign, Schaffer worked in BMW's San Francisco studio as a design and product development manager.
Previously, he was also a freelance product designer in Munich and Stuttgart. BMW has been assigning work to Designworks USA since the 1980s but it only acquired the studio in 1995. Aside from the studios in California and Germany , BMW also has a design center in Singapore.