On 1 September 2021, Sonja Schiefer took on the leadership of the design team and responsibility for the future design language at Siemens Hausgeräte, one of the world’s leading home appliance manufacturers. She takes over from Gerhard Nüssler, who held the position of head of design for eleven years. With Schiefer’s appointment, the top German home appliances brand is positioning itself for the future. According to the company, the planned overhaul is already clearly evident in the staffing decisions. By bringing in Sonja Schiefer, the company is gaining a design expert with broad-based expertise, who most recently worked in the automotive sector in Shanghai. With her wide-ranging knowledge about various industries, markets, consumers and their preferences, she is expected to strengthen design for the Siemens brand.
Schiefer most recently held the position of studio director at Designworks Shanghai, part of the BMW Group, where she was responsible for creative vision, design leadership and strategic management matters. She had previously managed the Munich studio. Designworks is active in various other sectors alongside the automotive industry. Prior to this, she worked at frog design in the USA and was responsible for design projects for many customers from various business sectors.
“I think that technical innovations will be an absolute USP in future,” says Schiefer. She sees flexibility and the personalisation of products and services as examples of this. “We are already experiencing this trend in China, for example. Consumers will develop these expectations here too in the long term. We need to be prepared to identify and cater for these new demands. New technologies and the connectivity of these will play decisive roles in this.” Talking about the new appointment, Jürgen Griebsch, executive vice president of Global Brand Siemens, said: “Having Sonja on board is a major win for the Siemens brand. There are exciting times ahead of us and she will play a crucial role as head of design. Her knowledge and experience will be an absolute asset for all of the upcoming changes.”
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