Project Geländewagen will mark a three-way intersection between luxury fashion, art, and the automotive industry
German automaker Mercedes-Benz has today announced its plans to collaborate with Virgil Abloh. The American fashion designer, best known for his work with Louis Vuitton and his own label Off-White, will work together with Gorden Wagener, Mercedes-Benz Chief Design Officer to create Project Geländewagen, a unique artwork created for the Mercedes-Benz G-Class.
The goal of the art-focused collaboration will be to push “the boundaries of each respective creative realm” while building a” new vision of luxury,” that will take shape by sharing ideas and disciplines in the arts and automotive world.
“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.” Bettina Fetzer, Vice President Marketing at Mercedes-Benz AG said in a press release. “By launching Project Geländewagen now we hope to inspire collaboration and creativity in our global audience.”
Mercedes-Benz hopes that as the project progresses, consumers will see the marque as more than a luxury carmaker, but rather a design brand and luxury label. Wagener hopes the Project Geländewagen collaboration will evoke the “aesthetic soul and the unique style” of the German marque.
“Mercedes-Benz is a brand that stands for luxury and exceptional performance,” Virgil Abloh said of the project. “Truly a perfect chassis to interject modern artists' ideas of what the future can be stylistically, within conceptual car design.”
The collaborative artwork will be virtually launched to a global audience on Tuesday, September 8, at 10:00 pm HKT with a one-of-a-kind home scale replica being auctioned off to benefit a charity that supports the arts following the launch. For more information or to sign up for an event reminder, be sure to visit the official Mercedes-Benz website.