Good Design is innovative.
Good design makes a product useful.
Good design is aesthetic.
Good design makes a product understandable.
Good design is unobtrusive.
Good design is honest.
Good design is long-lasting.
Good design is thorough, down to the last detail.
Good design is environmentally friendly.
Good design is as little design as possible.
Dieter Rams
“to instill the Borgward heritage through German design and precision.”
We were approached by Borgward a once bankrupt German car brand now owned by Foton motors a large Chinese auto manufacturer. The goal was to re-build the brand in China and create a scalable design solution for both small showrooms and larger dealerships across the country. To do this we did extensive research on Borgward, various dealerships from a wide range of brands as well as modern German design and culture. The Chinese client wanted something that felt German in its DNA but that could adapt to modern Chinese taste and consumer expectations. A challenging project that lasted over 1.5 years with the first showroom opening in Beijing in 2016.
