The first initiative of its kind, Project Geländewagen sees Mercedes-Benz join forces with polymath artist, architect, creative director and fashion designer, Virgil Abloh, to conceive a unique artwork from the iconic Mercedes-Benz G-Class, which celebrated its 40th anniversary in 2019.
The partnership marks the marriage of two worlds: art and fashion with automotive excellence. Mercedes-Benz chief design officer Gorden Wagener and Abloh share in the objective desire to push the boundaries of each respective industry with the hope of reinventing the luxury landscape.
The artwork will be digitally premiered to a global audience on Tuesday, 8 September 2020 at 4:00PM CET (10:00PM, Malaysia) and represents a renewed vision of luxury based on the principle of sharing ideas between disciplines.
“Teaming up with 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.” says Bettina Fetzer, vice president marketing at Mercedes-Benz AG. “By launching Project Geländewagen now we hope to inspire collaboration and creativity in our global audience.”
Acknowledging people’s ambitions and evolving to facilitate them, Mercedes-Benz is proud to stand as a brand that inspires creative minds around the world. Utilising ingredients that comprise Mercedes-Benz DNA: exclusive materials, first-class craftsmanship and highly tuned design that caters to all the senses of discerning clientele, Wagener and Abloh’s creation is due to embody Mercedes-Benz’s deep understanding of luxury, and how it may be a force for good.
Sign up for the event reminder at https://www.mercedes-benz.com/