For the new creative endeavor entitled Project Geländewagen, Abloh was tasked with producing an exclusive piece of artwork inspired by the German automaker’s G-Class lineup of luxury SUVs. The multi-hyphenate — best known as the founder of Off-White and the chief menswear designer at Louis Vuitton — worked closely with Gorden Wagener, Mercedes’s chief design officer, to see it through. After the initial digital reveal on September 8, a home-scale replica will be auctioned off with proceeds going to arts-focused charities.
Speaking of the partnership and the artwork that he has created, Abloh said, “Mercedes-Benz is a brand that stands for luxury and exceptional performance. Truly a perfect chassis to interject modern artists’ ideas of what the future can be stylistically, within conceptual car design.”
“The next step in pushing Mercedes-Benz design is our collaboration with Virgil Abloh,” added Mercedes-Benz chief design officer Gorden Wagener.
“We are set to create something unseen in both of our branches.” Bettina Fetzer, vice president marketing at Mercedes-Benz AG, agreed: “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.”