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BMW Group, Designworks Studio München, München, Germany
Laurenz Schaffer (* 1967) has been responsible for Design Management and Business Operations as the Director of Design in the Munich-based studio of the BMW Group Designworks USA since 2000. From 2003 to 2006, he was also head of the Lifestyle Design division at the BMW Group. All in all, Schaffer looks back on more than 13 years of experience in different positions and industrial sectors: as the head of Industrial Design at Frogdesign in Altensteig, where he was in charge of design projects for such customers as Siemens, Sony and Lufthansa. (September 2008)