Designworks, a BMW Company, Appoints Diffusion as Agency of Record

Designworks, BMW’s California-based design innovation studio, has appointed Diffusion PR as its public relations agency of record. Diffusion’s campaign for Designworks will focus on driving awareness of the firm’s culture of forward-thinking and innovative design to develop intelligent, beautiful and deeply human solutions.

At the intersection of real-world products and digital life, Designworks creates solutions that impact and improve the world, creating tangible concepts to reimagine and reinforce brand, product and value across the mobility, tech and experiential landscape. At the heart of Designworks’ approach is a dedication to enhancing user experiences, achieved in part through the integration of AI to supercharge its design process. Designworks unlocks new possibilities for improved co-creation and sets new standards in design excellence. Diffusion will showcase its projects and diverse team leadership through earned media coverage across various verticals such as business, mainstream, technology, design, architecture and urban life.

Since its founding in 1972, Designworks has been at the forefront of industrial design, creating the first automotive seat with integrated seatbelts before being acquired by BMW. Their expertise in mobility extends beyond industrial and automotive design to new spaces where physical products and digital experiences intertwine. Projects include long-distance e-mobility infrastructure with Ionity, scalable design systems for John Deere, end to end cabin design for STARLUX Airlines and improving accessibility for MCI charter buses. They also partnered with Gensler to reimagine connected cities of the future and delivered the digital infrastructure for a new bus transit experience in LA, benefiting its 3.9 million residents.

Julia de Bono, Studio Director/CEO of Designworks commented: “As a global design firm uniquely integrating new technologies such as AI into our processes, we selected an agency who understood the importance of reimagining the user journey across physical and digital touchpoints. Diffusion’s unique ability to understand and distill complicated projects, their passion for advanced technology, and demonstrated understanding of the tech and design media landscape made them the clear match for our needs. Together in this partnership, we’ll further humanize groundbreaking technologies to advance our daily lives.”

Ivan Ristic, Co-Founder and President of Diffusion commented: “Designworks LA is the authority on the practice of AI-empowered design and as an agency that is committed to working with companies who are pushing the status quo, our PR campaign will focus on supporting Designworks in helping those see exactly how the modern AI-designer works and how leaders can adapt and lead their creative teams into the future. AI has quickly become critical to successful design in any industry, and our campaign will position Designworks LA as a team defining the future of AI and creativity.”

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