They say that a design is only as passionate as the one who made. As such, the people at the international design studio 'BMW Group DesignworksUSA' show this same passion very well. This BMW Group subsidiary has been working not just with the automobile industry but in other industries as well.
Its latest offering is the 'Saeco Xsmall' which is part of the Saeco portfolio and is a design that shows the Latin people’s love of coffee. The Xsmall is the best example of Saeco's philosophy of creating maximum effect but on minimum space.
Currently the smallest model in Saeco’s product line, the design acts as a storyteller that enthrals a coffee lover through a story about the realm of Latin coffee preparation. Like the previous models, elegant and soft lines were used which show the appearance of a coffee that is flowing to a cup.
This feel is reinforced with the two-colour combination and the strong colour contrast that relates to young coffee lovers. Still, the way the Saeco Xsmall is designed is that it matches with the entire product range of Saeco by utilizing the design language used by the previous models.
The operating elements for instance are placed at the focal point of the half-closed coloured casing and complete the 360-degree surface design. Made by 'BMW Group DesignworksUSA', the design of the Xsmall is all about quality, passion, and emotion.
BMW Group is the parent company of 'BMW Group DesignworksUSA'. It was founded back in 1975 and established in Los Angeles, which at the time was at the core of California’s automobile industry. This design studio originally used the name 'DesignworksUSA' and it was during the 1980s that it did its first work for the BMW Group.
Over time 'DesignworksUSA' made a name for itself by combining its unlimited creativity, strategic competence, and sensitive intuition. A number of its clientele include top brands like HP or Nokia, and most recently Saeco. BMW Group bought the company in 1995 and with it gave 'DesignworksUSA' the ability to operate in America, Europe, and Asia.
It is also BMW Group Design’s impulse-triggers and drives the innovation of clients from a wide-range of industries from leisure and IT electronics to aircraft engineering and even the medical sector. It has also been involved in the lifestyle and sports industry and that of the environment.
The design studio helps the design for BMW Group. It also uses the experience it gets from designing for the auto industry to be used in other projects for clients from other industries.
However, the main reason why 'BMW Group DesignworksUSA' remains to be a success because it follows a strong brand orientation which centers on making sure that each design showcases the personality of the product’s brand. That the design of the Xsmall incorporates the Saeco brand is more than enough proof.