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BMW designs Jet

October 9th, 2008
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The first project for BMW Group DesignworksUSA Singapore Studio in Asian luxury experience took off this month in the form of design for BJETS, a luxury private jet service and the region's first dedicated personal aviation provider.

The global design consultancy BMW Group DesignworksUSA established the Singapore Studio in early 2006 and has completed a number of innovative, Asian focused projects. The partnership with BJETS leveraged on the consultancy’s insights in Asian premium lifestyle combined with the luxury aviation design expertise of its Californian team, to develop the design solution tailored for the exclusive target client group.

Seeing the growing demand for flexible and luxury private aviation, BJETS, based in Singapore and Mumbai, was formed to bring private jet travel within easy reach to the rising number of high net worth individuals in India and Southeast Asia. The Company approached BMW Group DesignworksUSA’s Singapore studio in July 2007 and engaged them to create a color, material and finish program for the interior cabin focused on comfort, discretion and practicality as well as an exterior graphic program reflecting BJETS key proposition to “Own the way you fly with the freedom to travel wherever, whenever you want”.

With BMW Group DesignworksUSA’s reputation for innovative and progressive designs in the global transportation and automotive space, its understanding of Asian premium lifestyle and the rising trend of aviation and wealth, BJETS utilized DesignworksUSA’s expertise to create the distinctive experience for its fleet of aircraft. BMW Group DesignworksUSA’s track record in luxury aviation design for leading manufacturers such as Boeing Business Jets and Embraer further enhanced its firm foundation in developing a luxury experience for this exclusive group of high net worth Asian clients.

With three design studios in Singapore, California and Munich, BMW Group DesignworksUSA is able to gain a real time understanding of private aviation trends as well as current insight into Asian luxury preferences. The internal cross fertilization of creative inspiration across industries has resulted in numerous, international design awards. This combination of design excellence, a trusted team and proven success was what BMW Group DesignworksUSA brought to BJETS for their cabin interior design project .

“Our global capabilities with design studios in Singapore, California and Munich enabled us to accept the challenge of creating an interior focused on regional aesthetics without neglecting the bigger picture deliverable of a global product,” said Niko von Saurma, Director of BMW Group DesignworksUSA Singapore Studio.

“We are able to use our expertise in luxury aviation interior design and innovative material applications as a means for clients to differentiate their brand and deliver a unique experience,” Saurma explained.

Mr. Mark Baier, CEO, BJETS, said, “DesignworksUSA’s global locations were ideal for the seamless project management of the project. Their Singapore Studio managed the overall design program working alongside the BJETS team in Asia, while their California Studio executed the implementation process, working closely with aircraft finishing centres located in the US.

“The team’s up to date understanding of aviation trends together with a unique insight into Asian luxury trends were used to create a design language encapsulating the preferences of BJETS’ target customers and corporate brand values,” added Baier.


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