Mercedes-Benz & Virgil Abloh Launches Project Geländewagen
Mercedes-Benz Launches Project Geländewagen, in collaboration with Virgil Abloh & Gorden Wagener. The project sees the two creatives each known as leaders in their respective fields. This marks the unification of two worlds: fashion and art with automotive. The objective is to push the boundaries of each respective creative realm and reimagine the luxury landscape.
From a 4×4 to a Landaulet, the G-Class has had many incarnations to date, but never a race car – until now. The finished design simultaneously never forgets its point of origin, and captures the experience of a racing car. The design process was inspired by Wagener and Abloh owning and experiencing the G-Class first hand and identifying opportunities for maximizing its Mercedes-AMG attitude.
Together they considered how to make the viewer look at Mercedes-Benz designs with a fresh perspective, while driving luxury away from a polished and flawless aesthetic to something raw, natural and altogether more honest.
A replica of the design piece will be auctioned as part of Sotheby’s Contemporary Curated – one of the auction house’s most revered series which is defined by the unique perspective of a different influential tastemaker each year.
This year’s honour is shared between two tastemakers: Gorden Wagener and Virgil Abloh, as the Project Geländewagen co-creators become co-curators of the esteemed series; proudly selecting an exceptional array of contemporary works for auction. All proceeds raised by the Project Geländewagen replica will be donated to a charity that supports the arts.
