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Virgil Abloh x Mercedes-Benz G-Class will be ultimate hype SUV

words by: Sahar Khraibani
Jul 28, 2020

Mercedes-Benz‘s G-Class SUV hit its 40th anniversary mark last year. On Monday, Virgil Abloh and the luxury car brand announced their collab project.

 

Unifying the worlds of art, fashion, and automotive, Abloh and Benz will debut an endeavor dubbed as the first-of-its-kind. The duo are about to create a unique artwork from the G-Class SUV. Titled Project Geländewagen,” a home-scale replica of the artwork will eventually be auctioned off and all the proceeds will go towards supporting the arts community. 

 

Abloh, whose reputation has been preceding him for a while now, was selected by the automotive giant because of his status as a key leader of fashion and art creativity in our era. In an interview with WWD, who were the first to break the news of the collab, vice president of marketing at Mercedes-Benz, Bettina Fetzer, not only praised Abloh as “the leader in pop culture,” but also revealed that she owns the Persian carpet that he designed for IKEA. 

 

Teaming up with Abloh is a definitely exciting venture for the automotive brand, and is a move that exemplifies their idea of Zeitgeist, co-creation as well as contemporary luxury. On the other hand, for Abloh, the collab represents a new avenue to showcase and put his ideas and the ideas of artists like him on a whole new stage and branch of industry outside of art and fashion. He shared that “Mercedes-Benz is a brand that stands for luxury and exceptional performance […] a perfect chassis to interject modern artists’ ideas of what the future can be stylistically, within conceptual car design.”

 

The project/artwork is set to be digitally launched worldwide on September 8 and we will all be impatiently looking forward to it. In recent years, high-end German automotive companies have tapped creatives and brands more than ever for collaborations. BMW collaborated with artist Futura on a M2 and Aimé Leon Dore restored a Porsche and dropped a collection.

 

Photo via Pacific Coast News

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