Zeitgeist, co-creation and contemporary luxury: VIrgil Abloh for Mercedes-Benz



A one of a kind home-scale replica of this unique artwork will be auctioned off following the launch.

Mercedes Benz Project Geländewagen; @Mercedes-Benz AG

Wagener and Virgil Abloh’s creation will embody Mercedes-Benz’ innate understanding of luxury, and how it can be a force for good.

In the first initiative of its kind, Project GELÄNDEWAGEN sees Mercedes-Benz collaborate with the artist, architect, creative director and fashion designer, Virgil Abloh, to create a unique artwork from the iconic Mercedes-Benz G-Class, which turned 40 in 2019. Working in collaboration with Mercedes-Benz Chief Design Officer, Gorden Wagener, the partnership marks the unification of two worlds: fashion and art with automotive.

The objective is to rebuild the luxury landscape anew.

The artwork will be digitally launched to a global audience on Tuesday 08 September 2020, and represents a new vision of luxury that is defined by the sharing of ideas and disciplines.

Both Mercedes-Benz and Virgil 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 will be auctioned off following September’s launch. All proceeds will be donated to a charity that supports the arts. The winner of the luxury model auction will also receive exclusive access to the co-creators, including a personal introduction to the inspirations behind the artwork and the creative powerhouses’ aspirations for it.

Mercedes Benz Project Geländewagen; @Mercedes-Benz AG

“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 Gelande Wagen 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 Virgil Abloh. “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 Mercedes-Benz design is our collaboration with Virgil Abloh. We are set to create something unseen in both of our branches,” states Gorden Wagener.

Original Mercedes AMG G63 – Mercedes Benz Project Geländewagen; @Mercedes-Benz AG

Bettina Fetzer Vice President Marketing at Mercedes Benz AG – Mercedes Benz Project Geländewagen; @Mercedes-Benz AG