Mercedes-Benz Creates Artworks Using G-Class

[Asia Economy Reporter Kiho Sung] On the 27th, Mercedes-Benz announced a collaboration with artist, architect, creative director, and fashion designer Virgil Abloh as the first collaboration project of Project Gelandewagen.

This partnership, conducted together with Mercedes-Benz Head of Design Gordon Wagener, represents the fusion of two worlds: 'fashion' and 'automotive design art.' It also signifies the expansion of the unique creative scope of both fields, redefining luxury. The subject is based on the iconic Mercedes-Benz SUV G-Class, which celebrated its 40th anniversary in 2019.

The completed collaborative work will be unveiled digitally to the global public on Tuesday, September 8th at 4 PM (Central European Standard Time), symbolizing a new vision of luxury established through the sharing of diverse ideas and knowledge systems.

Mercedes-Benz and Abloh recently united in their intention to support the arts sector and the global creative community, which have been challenged by the COVID-19 crisis. A special scaled replica of the collaboration piece to be revealed in September will be auctioned, with all proceeds donated to charitable organizations supporting the arts. Additionally, the winning bidder will have the opportunity to meet the co-creators in person and hear firsthand about the individual inspirations behind the collaborative work and the meanings both parties intended to convey through it.

Bettina Fetzer, Vice President of Marketing at Mercedes-Benz, said, “Collaborating with Virgil Abloh, one of the most influential and inspiring creatives of our time, represents the zeitgeist, co-creation, and contemporary luxury that Mercedes-Benz aims to embody in its products and brand.” She added, “By unveiling Project Gelandewagen, we hope to inspire collaboration and creativity among the global public.”

Virgil Abloh stated, “Mercedes-Benz is a brand symbolizing luxury and outstanding performance,” and “at the same time, it provides the perfect framework to apply a modern artist’s ideas on how the future of concept car design might evolve stylistically.”

Gordon Wagener said, “Today, Mercedes-Benz is more than a luxury car manufacturer; it is a design brand and a luxury label. The greatest reason for Mercedes-Benz’s success is its aesthetic soul and unique style as a design house.” He added, “This collaboration with Virgil Abloh is the next step to further develop Mercedes-Benz design, and we aim to create something never seen before in each of our fields.”

This content was produced with the assistance of AI translation services.