Stepping inside the lobby of Designworks' studio, you're struck by high white walls, floor-to-ceiling windows, sunlight, and open space. Pelly has long since retired, but a team of 150+ professionals carry on his work. Nestled among rolling hills and old oaks, Designworks' studio sits north of Los Angeles in Newbury Park, California. "He leveraged unique insights, based on the time in the 1960s when he was working for Dreyfuss & Associates." Inside Designworks' secret world Pelly has a deep love for the John Deere brand, and much design success, according to Laura Robin, Designworks, LA Studio Director.
They wanted some influence in their products that came from outside Germany." That's partly why BMW bought Designworks. "What's beautiful about Designworks is that a lot of progressive, trendsetting things come out of California," said Doug Meyer, global director of construction engineering for Deere. Starting in the early 1970s, the Designworks business grew rapidly out of a southern California garage. Productivity and aesthetics.īefore the company started working with Designworks in the 1990s, designer Henry Dreyfuss and his firm, Dreyfuss & Associates, had designed many John Deere products dating back to the 1930s.ĭesignworks fabrication studio allows designers to develop full-size replicas of clients' products.Ĭhuck Pelly, who founded Designworks, first worked as a designer and assistant to Dreyfuss. Since its early days, John Deere has focused on how its products performed as well as how they looked. To understand the BMW-Deere relationship, we need to start with a couple guys named Henry and Chuck. Yes, it's the same BMW of precision German engineering, luxury cars, motorcycles, and motors. For more than 20 years, BMW Designworks has helped Deere integrate aesthetics and industrial design into its products.
Where to turn for cutting-edge design ideas to give these ag products a 21 st century facelift? For Deere, that product design vision has emanated from southern California, far afield from the Midwest. With the launch of a series of new products, Deere sought to do more than showcase its most advanced combines and tractors ever it also wanted to make a powerful visual statement about the future of agricultural equipment and the John Deere brand. Rolling across a field, a new John Deere 8RX track tractor looks muscular, powerful, and, well, like the future. John Deere collaborates with Designworks, BMW's innovation studio, on industrial design
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