VIRGIL ABLOH REDESIGNS A CLASSIC MERCEDES-BENZ - CRASH Magazine
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VIRGIL ABLOH REDESIGNS A CLASSIC MERCEDES-BENZ

By Crash

A unique initiative of its kind, the Geländewagen Project is a collaboration between Mercedes-Benz and Virgil Abloh, artist, architect, creative director and fashion designer, to sublimate the iconic Mercedes-Benz G-Class, which has just celebrated forty years in 2019, with a unique artistic creation. In collaboration with Innovation Director Gorden Wagener, the collaboration marks the unification of the worlds of fashion, art and automobiles. The goal? To push back the boundaries of each respective creative field and redefine the luxury landscape. The artistic creation will be presented digitally to an international audience on 8 September 2020 at 16:00 CET. It will represent an innovative vision of luxury, defined following an exchange of ideas and disciplines.

Mercedes-Benz and Virgil Abloh wanted to support the art world and the international creative community at this critical time. A unique human-scale replica of the artwork will be auctioned after its launch in September. All proceeds will go to charity. The winner of the auction model will benefit from exclusive access to the co-creators, including a personal presentation of the underlying inspirations behind the artistic creation and the aspirations of creative arts leaders.

“Mercedes-Benz is a brand synonymous with luxury and exceptional performance,” says Virgil Abloh. “An ideal chassis for injecting an artist’s modern ideas about the future in terms of styling, as part of automotive conceptual design.”
According to Gorden Wagener, “Mercedes-Benz today is much more than a manufacturer of luxury cars; it is a design brand and a luxury label. The main reason for our success is our aesthetic soul and the unique style of our company. The next step in the Mercedes-Benz design journey is our collaboration with Virgil Abloh. We want to create something new in both our businesses,”

Stay tuned for the reveal in September.

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