A famous fashion designer will act as an artist on Project Geländewagen.
G-Class cars are sometimes called G-Wagen. These premium 4WD SUVs are distinguished by their rectangular shape and road warrior aesthetics.
For the 40th anniversary of the iconic Mercedes G-Class SUV, a unique collectible model of the car at the intersection of art and design will be created. Project Geländewagen is a joint project of Virgil Abloh and Mercedes-Benz. Virgil Abloh is a joint project of the creator of the Off-White fashion house and the creative director of the Louis Vuitton men’s line.
Following the trends of 2020, the project will be implemented in several versions at once: physical and digital, and will also have a charitable component.
Virgil Abloh is working with the chief designer of Mercedes-Benz Gorden Wagener to create a unique model of the first series of the G-class car (Geländewagen), released in 1979.
The only replica of this unique work, made on a smaller scale, will be sold at a special auction scheduled for the end of this year, and all proceeds from its sale are planned to be donated to an as-yet-unnamed charity supporting the art world. In addition to the physical model of this art object, the winning bidder will have the opportunity to personally communicate with Abloh and Wagener. For the general public, the work will be available on a special project page from September 8, 2020.
Mercedes-Benz is a brand that symbolizes the very concept of luxury and exceptional functionality. The ideal platform for concept car designs that embody the future as seen through the eyes of contemporary artists. This is how Abloh commented on this joint project.
Mercedes-Benz itself defines Project Geländewagen as the union of two worlds: the world of fashion and art and the automotive industry, which creates a new vision of luxury.