As Mercedes-Benz, performance is just as important as design. Mercedes continues to blend both traditional styles and modern concepts in its newest vehicles. And to push the envelope even further, this German carmaker has partnered with an unexpected artist for its iconic G-Class SUV.
Mercedes presents Project Geländewagen
Mercedes originally introduced Project Geländewagen in July and is the company’s first initiative to unite the fashion and automotive worlds. To bring this idea to life, Mercedes is collaborating with Virgil Abloh to devise new artwork for the G-Class SUV, also known as the G-Wagen.
Abloh is one of the most influential fashion designers of the last decade and has worked with Nike and Louis Vuitton. He also works with Kanye West and has his own famous clothing brand, “Off-White.” Because of Abloh’s cultural influence, Mercedes thought he would be the perfect fit to help the carmaker redefine its design image.
“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.” says Bettina Fetzer, Vice President Marketing at Mercedes-Benz AG. “By launching Project Geländewagen now we hope to inspire collaboration and creativity in our global audience.Mercedes-Benz
Early project teases
Abloh is working directly with Mercedes’ Chief Design Officer Gorden Wagener for the project. Early designs for Project Geländewagen emerged on Mercedes and Abloh’s Instagram pages. The pics are a little vague, but one highlights an old-fashioned odometer. Abloh simply shared a t-shirt with “GELÄNDEWAGEN” on it, which is German for SUV.
“Mercedes-Benz today is much more than a luxury carmaker, it is a design brand and luxury label. One major reason for our success story is our aesthetic soul and the unique style of our house.” says Gorden Wagener. “The next step in pushing Mercedes-Benz design is our collaboration with Virgil Abloh. We are set to create something unseen in both of our branches,” states Gorden Wagener.Mercedes-Benz
Mercedes will digitally launch the finished artwork for the unique G-Wagen on Sept. 8. The carmaker will then auction off the one-of-a-kind SUV, and all proceeds will go to a charity that benefits the arts. The winner will also get the opportunity to meet the collaborators and learn more about the vehicle design process. This positive buzz should help Mercedes, who is still dealing with Dieselgate drama. Abloh has been dealing with his own controversies too.
More about the G-Wagen
As you’ve probably heard, Mercedes is currently shaking up its lineup to get rid of some of its small cars in favor of more crossovers and SUVs. Mercedes says that we can expect the 2021 G-Wagen to arrive in the U.S. toward the end of the year. We can also expect even more design combinations for the upcoming 2021 model, including 34 exterior paint colors and 54 different upholstery options.