* DESIGN OF
THE YEAR 2010

The design philosophy of BMW Group DesignworksUSA is premised on the belief that creative human capital is the company’s most important asset. The company says, “With this foundation, we have a unique proposition that truly differentiates us – cross-fertilisation. We work in and draw inspiration from a multitude of different disciplines and this allows DesignworksUSA to stay at the forefront of innovation and progress, ultimately creating groundbreaking designs for our clients worldwide.”

In collaboration with Sennheiser Consumer Electronics, BMW Group DesignworksUSA translated Sennheiser’s 60-year heritage of audio excellence into three ranges of earphones with distinctive and emotional designs. The objective of the first-time collaboration with Sennheiser was to create compelling and distinct designs between the three ranges of earphones and line accessories that cater to their respective target clientele while sharing the same design language philosophy to convey a family appearance.

By thoroughly understanding the core brand values of Sennheiser, the ergonomics of the ear and the use of earphones, and through a close collaboration with Sennheiser’s engineering team, BMW Group DesignworksUSA established a design aesthetic based on a highly distinctive silhouette. The iconic silhouette provides an ideal synthesis of increased audio performance, excellent ergonomics and manufacturing through the efficient merger of multiple parts, while also establishing an instantly recognisable visual expression providing heightened brand value.

For the Sennheiser 980 Expression Range, the design team set out to create “objects of desire, not technical tools”. To visually express the high quality and distinct features of Sennheiser earphones, the team established a bold and purposeful design language with a distinctive silhouette based on two elements. The first was technical in nature and involved the assembly of numerous parts to create a comfortable earphone. Said the design team, “We wanted to emphasise how ergonomics and Sennheiser’s sound expertise define both function and aesthetic elegance by making the earphones as simple and light as possible.” As a result, the Expression Range has half the number of hinges and moving parts but is more comfortable and elegant than its competitors.

Secondly, it was about communication. Every detail of the earphones, including the earphone, control unit, plug, cord, accessories and their materials, was conceived with quality in mind and expresses a sense of exclusivity. Using exposed resonance tubes as a key visual driver, the earphones gained a striking visual presence and improved acoustics. In addition, the earphones were made of recycled metal, proof that ecological responsibility can be combined with premium desirability as well as with stunning aesthetics.

Designed specifically for serious athletes who are focused on performance, the Sennheiser/adidas Sports 680 Range uses innovative detailing and dynamic forms to fuse Sennheiser’s heritage of technical excellence and adidas’ sports performance spirit into one cohesive design language. The application of opacity and translucency conveys visual lightness and expresses a sophisticated yet approachable organic character. The asymmetrical designs of the earphones offer users an intuitive understanding of the earphone placement and functionality, while the removable fins ensure the earphones do not drop out during motion. The cable is reinforced with Kevlar and offers strength and durability, even at temperatures under -10 degrees celsius. The unique moisture protection system protects the earphones from sweat and water, no matter how intense the physical activity or extreme the weather. It also allows the earphones to be washed.

The Sennheiser Classic Range focuses on making the engineering precision and sound performance of the brand visible with consistent visual cues. A distinctive form with a brush metal finish balances the design in its hard and soft appeals. Bold and defined brush metal pieces harmonise with the circular central ear bud to provide an intuitive grip. These value-oriented earphones are iconic in their recognisable faceted design, providing a premium experience for its target audience.

Throughout the project, BMW Group DesignworksUSA and Sennheiser shared a close and constructive relationship. Working meetings were constructive, enabling the sharing of ideas and learning from each other’s field of expertise. The partnership combined the best expertise to create an overarching story for Sennheiser’s new, compelling earphone lines. The resulting earphone designs embody the successful merger of BMW Group DesignworksUSA’s in-depth understanding of consumer lifestyles, advanced technologies and excellence in design with Sennheiser’s long heritage in audio performance into a new and unique product experience.

By integrating the best audio engineering with emotionally expressive designs, the design team was able to achieve the fine balance between the rational and emotional appeal of the earphones. Says the team,

“This was our breakthrough – being able to create a product with excellent functionality but also being able to connect with the users on an emotional level.”