Gorden Wagener, Virgil Abloh, Bettina Fetzer
Virgil Abloh is back behind the wheel, teaming up with Mercedes-Benz to create a conceptual electric show car. In 2020, the Louis Vuitton designer redefined the Mercedes-Benz G-Class car under the Project Geländewagen moniker – redefining the SUV as a rally sports car. Now, Abloh once again joins up with the German manufacturer’s Chief Design Officer Gorden Wagener to create an electric car set to be unveiled on 1st December at Art Basel Miami Beach.
Titled Project Maybach, the collaboration marks 100 years since Karl Maybach and his father Wilhelm (chief designer of the first Mercedes automobiles: 1900–01) debuted the inaugural Maybach W3 at the 1921 edition of the Berlin Auto Show. Paying homage to the Maybach’s innovative family legacy, Abloh’s Mercedes-Maybach concept pushes creativity and design further. Utilising his background in civil engineering and architecture, Abloh’s design credentials match with the renowned car manufacturer’s own, creating a product of function and style that also caters to a progressive, sustainable outlook.
“The Maybach legacy celebrates exploration, pushing creativity to new places, living outside of the status quo. In this next phase we’re embracing these ideals and bringing the Mercedes-Maybach heritage into the future, inviting the next generation to join in revering this icon,” says Abloh. “Together we’re entering a new age of discovery.”
“Today, Mercedes-Maybach is a brand that resonates beyond automotive and has come to symbolize status, innovation and value across industries and generations” says Bettina Fetzer, Vice President Communications & Marketing Mercedes-Benz AG. “A combination of the technical perfection of Mercedes-Benz, and the aspirational exclusivity of Maybach, Mercedes-Maybach offers a highly unique experience for our most discerning customers. We are excited to inspire both existing and new audiences to re-think what they thought they knew about this iconic brand, with our trusted partner, Virgil Abloh.”
The new Virgil Abloh Mercedes-Maybach will be revealed on 1st December.