The Creative Director and Fashion Designer has partnered with the luxury car brand to create a unique artwork that will be auctioned off for charity.
Project Geländewagen is the first initiative of its kind and sees Mercedes-Benz collaborate with the creative director and fashion designer, Virgil Abloh, to create a unique artwork from the iconic Mercedes-Benz G-Class.
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 is to push the boundaries of each creative realm and rebuild the luxury landscape. The artwork will be digitally launched to a global audience on Tuesday 08 September 2020, 4:00PM CET and represents a new vision of luxury that is defined by the sharing of ideas and disciplines.
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.
“Mercedes-Benz is a brand that stands for luxury and exceptional performance,” says Virgil Abloh. “Truly a perfect chassis to interject modern artists’ ideas of what the future can be stylistically, within conceptual car design.”
“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,” 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.”
Wagener and Abloh’s creation will embody Mercedes-Benz’ innate understanding of luxury, and how it can be a force for good.