After Virgil Abloh was tapped to reimagine the iconic Mercedes-Benz G Class, the artist, architect, engineer, creative director, and fashion designer joins forces with Mercedes-Benz once again. Together with Mercedes-Benz Chief Design Officer, Gorden Wagener, he work on Project MAYBACH – an electric show car, which will be unveiled on 1 December 2021 coinciding with Art Basel Miami Beach.
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. Together we’re entering a new age of discovery. – Virgil Abloh
Project MAYBACH is timed to concide with 100 years since Karl Maybach and his father Wilhelm unveiled the first Maybach W 3 with the ambition of presenting the “best of the best”. Staying true to that original aspiration Mercedes-Maybach inspires to discover new roads of luxury design. With Virgil Abloh, that journey sees the collaborative electric show car acting as an emblem for a new era of discovery.
With Project MAYBACH we define the next level of luxury. 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. – Gorden Wagener, Chief Design Officer Mercedes-Benz AG
Abloh’s background in civil engineering and architecture and Wagener’s understanding of luxury automobile design, will push the boundaries of function, style and collaborative creativity.
Today, Mercedes-Maybach is a brand that resonates beyond automotive and has come to symbolize status, innovation and value across industries and generations. 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. – Bettina Fetzer, Vice President Communications & Marketing Mercedes-Benz AG