Virgil Abloh is Teaming With Mercedes-Benz For ‘Project Geländewagen’

The collaboration aspires to unite disciplines through a symbiosis of creativity and style, to support the artistic community during a critical time

In a first of its kind ‘Project Geländewagen’ unites Mercedes-Benz with artist, Louis Vuitton creative director and Off-White founder Virgil Abloh in the creation of a unique Mercedes-Benz G-Class artwork. The partnership celebrates the artistic melding of the two creative realms of fashion and automotive.

“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.” Vice President Marketing at Mercedes-Benz AG Bettina Fetzer said. “By launching ‘Project Geländewagen’ now we hope to inspire collaboration and creativity in our global audience.”

With an objective to reframe the creative narrative as we know it today, the collaboration aspires to push the artistic boundaries of both fields and display the combined prowess of interdisciplinary art. The artwork will be launched digitally on September 8, with a one-of-a-kind home replica being auctioned online following the piece’s digital launch.

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“Mercedes-Benz is a brand that stands for luxury and exceptional performance,” Virgil said. “Truly a perfect chassis to interject modern artists’ ideas of what the future can be stylistically, within conceptual car design.”

Both Virgil and Mercedes-Benz share a desire to contribute to the artistic and creative community in the midst of the global pandemic, which has been critical for artists worldwide.

In line with this vision, all proceeds from the auctioned piece will go towards a charity that supports the arts. The winner of the auction will also be given the opportunity to interact with the Project’s co-creators, and therefore understand the aspirations and inspiration behind the artwork

For more information on the launch of Project Geländewagen, visit mercedes-benz.com. 

Lead image courtesy of giphy.com