HP and BMW Group DesignworksUSA wanted to develop a distinctive design language for a new line of workstations that integrate customer's real world needs, meets the challenges posed by competitors and takes advantage of the opportunity to provide a truly unique HP offering. The design language encompassed the entire user experience bringing together both exterior and interior design in a simple, intuitive product interaction strategy. These workstations would not be commodities, but carefully crafted experiences that reflect the realities of the customer. Workstations are all about performance and that was communicated holistically in the design.