Mercedes-Benz’s chief creative director, Gordon Wagener, has teamed up with Virgil Abloh, Louis Vuitton’s artistic director of menswear, to launch the Project Geländewagen design concept,media new Atlas reported. The Project Geländewagen project re-conceptualizes G-Wagen as a racing car in a postmodern style.
G-Wagen Racing “got rid of the concept of perfection” and tried to “disrupt the future view of luxury” and “celebrate extraordinary ideas”. It hopes to inspire “young artists, engineers and designers to question the status quo,” which Mercedes-Benz’s vice-president of marketing says “perfectly sums up Mercedes-Benz’s performance in contemporary luxury”.
Artists Gordon Wagener and Vigil Abloh have kept g Wagen low-key, widening it with a large body, including a side exhaust pipe, and polishing it in half. They completely remodeled the interior and installed a video game steering wheel, carbon-fibre racing seats, window nets and fire extinguishers on the Project One. They also installed fat racing tires with yellow on them that said Mercedes-Benz.
Project Geländewagen will be auctioned as a work of art in Sotheby’s contemporary curator’s collection.