Virgil Abloh is a very courted artist. After a brief foray into the world of furniture and decoration by collaborating with Ikea, the founder of Off-White and the current DA of Louis Vuitton men's collections embarked on a new and most surprising artistic project.
Indeed, the prolific artist was recently invited by Mercedes-Benz to create an innovative vision of the iconic Mercedes-Benz G-Class, on the occasion of its fortieth anniversary.
“Collaborating with Virgil Abloh, one of today's most influential and inspiring creatives, represents Mercedes-Benz’s idea of the trend,
co-creation and contemporary luxury – for our products but also for our brand”Said Bettina Fetzer, Marketing Manager at Mercedes-Benz AG.
This unique project, called Geländewagen, will unite the worlds of fashion, art and the automobile. The artistic creation will be presented to an international audience in a digital presentation on Tuesday, September 8, 2020 at 4:00 p.m. CET. A life-size replica of the artistic creation will be auctioned off after its launch in September.
All proceeds will go to charity. The purchaser of the artwork will benefit from exclusive behind-the-scenes access to the creation of the model, including a personal presentation of the inspirations underlying artistic creation as well as the aspirations of leading figures in the creative arts.
“Mercedes-Benz is a brand synonymous with luxury and exceptional performance”, Explains Virgil Abloh. “An ideal frame to inject the modern ideas of an artist into the future in stylistic terms,
as part of automotive conceptual design.”