In the first initiative of its kind, Project Geländewagen sees Mercedes-Benz collaborate with the polymath artist, architect, creative director and fashion designer, Virgil Abloh, to create a unique artwork from the iconic G-Class, which turned 40 in 2019. Working in collaboration with Mercedes-Benz Chief Design Officer, Gorden Wagener, the partnership marks the unification of two worlds: fashion and art with automotive. The objective? To push the boundaries of each respective creative realm and rebuild the luxury landscape anew. The artwork will be digitally launched to a global audience on Tuesday, 8 September 2020, 4:00 pm CET and represents a new vision of luxury that is defined by the sharing of ideas and disciplines. Click here to sign up for the event reminder.
Both Mercedes-Benz and Abloh felt compelled to help support the arts and the international creative community at a critical time. A one-of-a-kind home-scale replica of the unique artwork will be auctioned off following September’s launch. All proceeds will be donated to a charity that supports the arts. The winner of the model auction will also receive exclusive access to the co-creators, including a personal introduction to the inspirations behind the artwork and the creative powerhouses’ aspirations for it.
“Teaming up with Virgil Abloh, one of the most influential and inspiring creatives of our time, represents Mercedes-Benz’s 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.”