Virgil Abloh and Mercedes-Maybach's "Project MAYBACH" Will Redefine Luxury Electric Travel
Abloh wants to enter “a new age of discovery,” and you’re invited to experience his next venture.
Multidisciplinary designer, Off-White™ founder, and Louis Vuitton artistic director Virgil Abloh is back co-designing cars, as Mercedes-Maybach has just announced that it has teamed up with Abloh on “Project MAYBACH.”
Following on from September 2020’s “Project Geländewagen” partnership, which saw Abloh turn the G-Class into a race car of sorts, the designer has teamed up with Mercedes-Benz Chief Design Officer Gorden Wagener once again to create an electric show car under the luxurious Mercedes-Maybach division.
Mercedes-Maybach produces some of the finest automobiles on the market, known for their unrivaled levels of luxury and prestige that equates to cars you often want to be driven in, not drive yourself. The upcoming collaborative show car is to be shown at Art Basel Miami Beach on December 1, 2021, and is said to be unlike anything previously seen from Mercedes-Benz.
Bettina Fetzer, Vice President of Communications and Marketing Mercedes-Benz AG, says: “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.”
Abloh adds, “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.”
Wagener concludes, saying, “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.”
Indeed, the future of Mercedes-Benz — let alone the Maybach division — is looking towards being all-electric. Just last month, the marque showcased its Concept EQS, a luxury SUV that aims to take environmentally-friendly travel into a new realm, one which is responsible and reflective of the needs of the planet. Abloh and Wagener’s show car will continue in the footsteps of the Concept EQS, pushing the boundaries of “function, style and collaborative creativity.” Stay tuned to HYPEBEAST for more information as news unfolds.
Elsewhere, Mercedes-Benz has just announced the launch of its premium “MANUFAKTUR” label program.
