The new project, called Project Geländewagen, is expected to merge the worlds of art and automobiles.
As part of the project, the famous designer and owner of the Off-White brand will collaborate with the chief designer of Daimler AG, Gorden Wagener. As a result, an art object dedicated to the 40th anniversary of the G-Class series will be created.
What exactly will be presented is not yet known. The result will be shown online on September 8 on the official website of the automaker. After that, the art object will be auctioned off for charity, and the proceeds from its sale will go to support art and the international creative community. The buyer will also have the opportunity to talk to the creators of the masterpiece.
According to Wagner, Mercedes-Benz Today it is not just a creator of luxury cars, but also a design brand, and it is style that is one of the key reasons for the success of this brand. It's more like a lifestylethan just a car company. And cooperation with Ablo will make it possible to create something truly unique, which will further promote the brand.
As for Ablo, he believes that Mercedes-Benz would be "the perfect chassis" to showcase modern designers' ideas about the future of automotive design.
In an exclusive interview with WWD, Bettina Fetzer, Vice President of Marketing at Mercedes-Benz, said that the original plan was to showcase the creation during Paris Men's Fashion Week. However, due to the ongoing coronavirus pandemic, it was decided to abandon these plans by converting the event into a digital format.