Director of Creative Consulting at BMW Group DesignworksUSA, Shanghai Studio
As the Director of Creative Consulting, Shanghai studio at BMW Group DesignworksUSA, Magnus Aspegren is part of its core management team and in charge of the Asia implementation of the company’s unique new consulting model, supporting the BMW group and external companies.
As the former Director of the Singapore Studio, Magnus was instrumental in opening the Shanghai studio in spring 2012, which was established to provide the company a focused insight into one of the most energetic automotive markets in the world.
Educated in both the United States and Europe, Magnus has an international perspective that enables him to lead successful and innovative projects for clients worldwide. His approach possesses a personal perspective, while being sensitive to his clients’ brand aesthetics, accounting for the contextual and cultural elements relevant to their history and future markets.
Magnus has applied his versatile background and expertise to develop the strategic skill-set of his teams, resulting in innovative, award-winning designs for transportation and product development companies like the BMW Group, Embraer, Boeing Business Jets, Airbus, Sennheiser, NeilPryde, HP, Microsoft, Samsung and Singapore Airlines.
He is a frequent speaker on the subject of Design Innovation and Strategy, and has participated as a juror for several international design competitions.