Dec 02, 2021 Mercedes-Benz Unveils Project MAYBACH with Virgil Abloh
To pay tribute to the iconic Virgil Abloh, Mercedes-Benz this week unveiled the late designer’s Project MAYBACH electric show car designed to inspire the next generation and forever question the status quo. A humble contribution to Abloh’s vast legacy, the Mercedes-Maybach coupe exemplifies the possibilities of future design and is the result of an ongoing cooperation with the polymath artist, architect, creative director, fashion designer and philanthropist.
A design unlike anything that has been developed by Mercedes-Benz, every element of Project MAYBACH has been built from scratch. Abloh, collaboratively with Gorden Wagener, has interpreted Mercedes-Maybach’s luxury identity with a new design language and pushed the boundaries of function, style, and collaborative creativity. Inspired by the great outdoors and recontextualizing a traditionally urban brand within a distinctly off-road environment, the two-seater, battery-electric off-road coupe combines huge Gran Turismo proportions, large off-road wheels, and distinctive attachments.
Never afraid to spark conversation through provocative design, Project MAYBACH channels Abloh’s passion to push artistic boundaries and re-write the rulebook of aspirational design. The X-Factor nature of Project MAYBACH results not only from its breath-taking size – nearly 20 feet long – and characteristics, but above all from its unique contrasts; most notably through how naturally authentic Mercedes-Maybach design elements are harmoniously combined with a new Outdoor Adventure design motif.
The power of Abloh’s work is not only from the product design, but also the exploratory conversations that his work ignited. While the Project MAYBACH show car was inspired by how one could explore nature within a uniquely luxurious context with Maybach, the Mercedes-Benz teams thank Abloh for the inspiration to explore the power of cross-industry dialogue to imagine a better, more inclusive future.
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