Mercedes-Benz Announces Luxury Electric Car To Be Designed By Virgil Abloh
Image via Mercedes-Maybach
Mercedes-Benz announced Project MAYBACH on Monday, a creative collaboration between the Mercedes-Maybach subsidiary and Virgil Abloh, multidisciplinary designer, Off-White CEO and menswear artistic director of Louis Vuitton.
Working with Mercedes-Benz Chief Design Officer Gorden Wagener, Abloh will be creating an electric show car to be unveiled later this year. This is his second time working with the brand; a September 2020 partnership saw the G-Class transformed into the likes of a race car.
“Mercedes-Maybach offers a highly unique experience for our most discerning customers,” states Bettina Fetzer, Vice President of Communications and Marketing at Mercedes-Benz AG.
“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.”
Image via Mercedes-Maybach
This innovative new car comes one century after the first Maybach W 3 debuted with the promise to be the “best of the best.” In that time, the brand has become one of the most exclusive, luxurious automotive names today.
“With ‘Project MAYBACH’ we define the next level of luxury,” declares Wagener. “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.”
Abloh and Wagener’s creation will be shown at Art Basel Miami Beach when it’s completed. It’s said to “push the boundaries of function, style and collaborative creativity” while pushing the brand into the “center of the cultural zeitgeist.”
With words like that, and previous Maybach luxuries, it’s hard not to set expectations high. Let’s look forward what will come of Project MAYBACH when it’s unveiled on December 1.
Image via Mercedes-Maybach
[via HYPEBEAST, images via Mercedes-Maybach]
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