Project MAYBACH: Mercedes-Benz and Abloh once again set a new benchmark in collaborative creativity and automotive-fashion-design crossovers
Following last year’s cooperation which saw the iconic Mercedes-Benz G Class be reimagined, Virgil Abloh is back to write a second chapter into the storied history of Mercedes-Benz - this time with Mercedes-Maybach. The polymath artist, architect, creative director and fashion designer will collaborate with Mercedes-Benz Chief Design Officer, Gorden Wagener to create an electric show car, which will be unveiled on 1 December 2021 coinciding with Art Basel Miami Beach. Unlike anything previously seen from Mercedes-Benz, the show car exemplifies the possibility of design that is untethered by existing blueprints, or production specifications.
Project MAYBACH coincides with 100 years since Karl Maybach and his father Wilhelm debuted the first Maybach W 3 with the ambition of presenting the “best of the best”, setting the wheels in motion for Mercedes-Maybach to become one of the most unique and exclusive automotive brands today. Staying true to that original ambition Mercedes-Maybach has remained a vehicle for creative exploration. Inspiring everyone from royalty and world leaders to dreamers, connoisseurs, and luminaries alike to look beyond the present and discover new roads of luxury design. Today, with Abloh, that journey sees the collaborative electric show car acting as an emblem for a new era of discovery.
With a background in civil engineering and architecture, Abloh’s rarefied approach to luxury design strikes the perfect balance between form and function. Combined with Wagener’s innate understanding of luxury automobile design, the dynamic duo will push the boundaries of function, style and collaborative creativity. The resulting show car will steer the myth of the Maybach into the centre of the cultural zeitgeist.
“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 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 Virgil Abloh. “Together we’re entering a new age of discovery.”
“With Project MAYBACH we define the next level of luxury” says Gorden Wagener, Chief Design Officer Mercedes-Benz AG. “After 100 years, we transform the brand into a luxury electric future. Together with Virgil, we are writing a new rule book for Mercedes-Maybach.”