A unification of fashion and art with automotive. A new initiative titled Project Geländewagen, sees Mercedes-Benz join forces with Off-White designer and Artistic Director of Louis Vuitton Menswear, Virgil Abloh to create a unique artwork from the iconic Mercedes-Benz G-Class which turned 40 last year.
For the collaboration Abloh will be working alongside Mercedes-Benz Chief Design Officer, Gordon Wagener with the objective to push the boundaries of each respective creative realm and mould a new luxury landscape.
The project will also be supporting the arts and international creative industries during this critical time of global pandemic. A one of-a-kind home-scale replica of the artwork will be created and auctioned off following the official launch in September. The proceeds from the auction will then be donated to a charity supporting the arts, along with the winner of the model auction also receiving exclusive access to the co-creators including special and personal notes on the inspirations and aspirations behind it.
“Teaming up with Virgil Abloh, one of the most influential and inspiring creatives of our time, represents Mercedes-Benz ́ idea of Zeitgeist, co-creation and contemporary luxury – for both our products and our brand. By launching Project Geländewagen now we hope to inspire collaboration and creativity in our global audience.” Says Bettina Fetzer, Vice President Marketing at Mercedes-Benz AG in a press release.
“Mercedes-Benz is a brand that stands for luxury and exceptional performance. Truly a perfect chassis to interject modern artists’ ideas of what the future can be stylistically, within conceptual car design.” – Virgil Abloh.
The Mercedes-Benz x Virgil Abloh artwork is set to launch digitally to a global audience on Tuesday 8th September 2020, 4:00 PM CET (which is Wednesday 8th September, 12.00AM AEST). Head over to the Mercedes-Benz website to find out more or you can sign up for an event reminder.