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Pioneering luxury with Mercedes-Benz and Virgil Abloh: Project Geländewagen marks the unification of fashion and art with automotive

Stuttgart. In the first initiative of its kind, #projectgelandewagen sees #MercedesBenz collaborate with the polymath artist, architect, creative director and #fashion designer, #virgilabloh, to create a unique artwork from the iconic #MercedesBenz G-Class, which turned 40 in 2019. Working in collaboration with #MercedesBenz Chief Design Officer, Gorden Wagener, the partnership marks the unification of two worlds: #fashion and art with #automotive. The objective? To push the boundaries of each respective creative realm and rebuild the luxury landscape anew. The artwork represents a new vision of luxury that is defined by the sharing of ideas and disciplines.

Both #MercedesBenz and Abloh felt compelled to help support the arts and the international creative community at a critical time. A one of a kind home-scale replica of the unique artwork was auctioned off following the launch. All proceeds were donated to a charity that supports the arts.

“Teaming up with #virgilabloh, 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 #MercedesBenz AG. “By launching #projectgelandewagen now we hope to inspire collaboration and creativity in our global audience.

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

“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 #MercedesBenz design is our collaboration with #virgilabloh. We are set to create something unseen in both of our branches,” states Gorden Wagener.

Recognising people’s ambitions and adapting to facilitate them, #MercedesBenz stands proudly as a brand that inspires creative minds around the globe. Drawing on the ingredients of #MercedesBenz DNA: exclusive materials, first-class craftsmanship and highly developed design which appeals to all the senses of a discerning clientele, Wagener and Abloh’s creation will embody Mercedes-Benz’ innate understanding of luxury, and how it can be a force for good.

The power of Virgil Abloh’s work is not only from the product #design, but also the exploratory conversations that his work ignited. Whilst the Project MAYBACH show car was inspired by how one could explore nature within a uniquely luxury context with Maybach, the #mercedesbenz teams thank #virgilabloh for the inspiration to explore every day the power of cross-industry dialogue to imagine a better, more inclusive future.

Off-White (stylized as Off-White™ or OFF-WHITE c/o VIRGIL ABLOH) is an Italian luxury fashion label founded by American designer Virgil Abloh. The company was incorporated in Milan in 2012.

The label has collaborated with Nike, Levi's, Jimmy Choo, IKEA and Evian.

Off-White has collaborated with brands and designers such as Off-White Nike, Off-White Levi, Off-White Rimowa, Off-White Jimmy Choo, Off-White Ikea, Off-White Moncler, Off-White Browns, Off-White Warby Parker, Off-White SSENSE, Off-White Sunglass Hut, Off-White Champion, Off-White Evian, Off-White Converse, Off-White Dr. Martens, Off-White Barneys New York, Off-White Umbro, Off-White Timberland, Off-White Takashi Murakami, Off-White Heron Preston, Off-White ASAP Rocky, Off-White Byredo, Off-White Boys Noize, Off-White Le Bon Marché, Off-White Asspizza and Off-White Kerwin Frost

n early 2017, the company collaborated with Nike and worked on a project named "The Ten", which is a sneaker collection featuring Air Jordans, Converse, Nike Air Max, Nike Air Force One, and Nike Blazers shoes. The collaborations shoe line was divided into two categories, the "Revealing" and "Ghosting". The Off-White and Nike designers had an updated take on Nineties-style shoes, with various patterns and different types of material such as plastic and tulle.