Mercedes-Benz is collaborating with Virgil Abloh, an eclectic artist, architect and creative director, for the first time with “Project Geländewagen” in a new unique edition of the timeless Mercedes-Benz G-Class model, which celebrated its 40th anniversary in 2019 . The four-handed collaboration with Gorden Wagener, Chief Design Officer of Mercedes-Benz, represents in all respects the union of two worlds: the automotive sector with the world of fashion and art, widening the boundaries of both creative areas to redefine the panorama of luxury. The work will be presented digitally worldwide on Tuesday 8 September 2020.
Mercedes-Benz and Virgil Abloh, aware of the current state that also affects the world of art, have deemed it appropriate to set up a charity auction to be held after the presentation in September, in which they will be given the opportunity to win a unique reproduction of the work and the opportunity to meet the two creatives. The proceeds will go to a charity engaged in the art world.
“The collaboration with Virgil Abloh, one of the most influential and stimulating creatives of our time, has given way to express the vision of Mercedes-Benz with the spirit of the present, of co-creation and contemporary luxury, both for our products and for our brand, said Bettina Fetzer, Vice President of Marketing for Mercedes-Benz AG. “With ‘Project Geländewagen’ we hope to stimulate collaboration and creativity in our international audience”.
“Mercedes-Benz is a brand synonymous with luxury and exceptional performance,” said Virgil Abloh. “It is the perfect platform on which to bring together the ideas of modern artists on the future of style, within the conceptual design of the car.”
“Today Mercedes-Benz is much more than a manufacturer of high-end cars; is a design and luxury brand. One of the main reasons for our success lies in the aesthetics and unique style of our home, “said Gorden Wagener. “The next step in the development of Mercedes-Benz design is our collaboration with Virgil Abloh with the aim of creating something unprecedented in both sectors,” he added.
Aware of today’s needs and their realization, Mercedes-Benz is proud to be a brand that inspires creative minds from all over the world. The creation of Wagener and Abloh represents Mercedes-Benz’s innate ability to understand luxury and give it a beneficial purpose, drawing on exclusive materials, craftsmanship and advanced design that is aimed at attentive customers.