APRIL 2021

PROJECT GELÄNDEWAGEN

Project Geländewagen in the Studio Odeonsplatz in Munich.

Project Geländewagen is the first outcome of the collaboration between Mercedes-Benz and Chief Creative Director and Founder of Off-White and Men’s Artistic Director of Louis Vuitton Virgil Abloh.
The conceptual design project, led by Mercedes-Benz Chief Design Officer Gorden Wagener and Abloh, used the G-Class to explore ways of disrupting future perceptions of luxury.
Through Project Geländewagen, the worlds of fashion, art and automotive are united by one common passion: outstanding luxury design that anticipates future ambitions. Utilizing the craftsmanship and know-how that is unique to Mercedes-Benz’s heritage as the world’s first car manufacturer, Wagener and Abloh’s creation embodies Mercedes-Benz’s innate understanding of the extraordinary, a bold vision for the future of luxury design, and the power to dream.
From April 1 to April 24, the Project Geländewagen was presented in the newly created Studio Odeonsplatz by Mercedes-Benz in Munich. The visitors and passers-by had the unique opportunity to see the G-Class in real life and to find out everything about the design process and the collaboration within the framework of the exhibition.

The Project Geländewagen Campaign in the Studio Odeonsplatz in Munich.
The Project Geländewagen Campaign in the Studio Odeonsplatz in Munich.
The Project Geländewagen Campaign in the Studio Odeonsplatz in Munich.
The Project Geländewagen Campaign in the Studio Odeonsplatz in Munich.
The Project Geländewagen Campaign in the Studio Odeonsplatz in Munich.
The Project Geländewagen Campaign in the Studio Odeonsplatz in Munich.

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The New Awakening campaign in the Studio Odeonsplatz.

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The entrance of the Studio Odeonsplatz in Munich.

48°08'33.4"N 11°34'38.0"E

Studio Odeonsplatz
Brienner Strasse 1
80333 Munich

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