The new artistic creation between Virgil Abloh and Mercedes-Benz will be unveiled on 8 September.
Off-White founder and Louis Vuitton artistic director Virgil Abloh has teamed up with Mercedes-Benz to create a unique artistic model of the car manufacturer’s G-Class. The first initiative of its kind, named Project Geländewagen, Abloh will be working with the Chief Design Officer of Mercedes-Benz, Gorden Wagener to realise this vision.
This partnership unifies fashion and art with automotive in an effort to push the boundaries of each respective creative realm and rebuild a new luxury landscape. Both Mercedes-Benz and Virgil Abloh were compelled to lend their aid to the arts and the international creative community, especially at such a critical time.
“Mercedes-Benz is a brand that stands for luxury and exceptional performance,” said Virgil Abloh in a statement, “Truly a perfect chassis to interject modern artists’ ideas of what the future can be stylistically, within conceptual car design.”
The collaborative artwork between Mercedes-Benz and Virgil Abloh will be digitally launched this September 8, 2020 at 4PM CET, and September 9, 2020 at 10PM in Malaysia Time.
After its launch, a one-of-a-kind home-scale replica of the artwork will be auctioned off, with all the proceeds going 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 creatives’ aspirations for it.
“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,” commented Bettina Fetzer, the Vice President of Marketing at Mercedes-Benz AG. “By launching Project Geländewagen now we hope to inspire collaboration and creativity in our global audience.”
To find out more about Project Geländewagen or sign up for the reminder to the digital launch, click here.