Following Virgil Abloh’s initial and successful tie-up reimagining the Mercedes-Benz G-Class vehicle, regarded as a “catalyst for more collaborations”, Abloh now writes a second chapter, this time with Mercedes-Maybach concept car. He has once again joined up with Mercedes-Benz Chief Design Officer Gorden Wagener to create an electric show car, which will be unveiled on 1 December, coinciding with Art Basel Miami.
Showcasing the concept under ‘Project Maybach’, Abloh has also created a public mural which will be revealed in both London and New York City. The London version of the mural, located in Shoreditch’s Redchurch Street, “explores sophisticated luxury and outdoor adventure”, featuring painted 3D rocks, oversized outdoor gear and project logos highlighted by LED neon tubes. Passers-by will also be invited to scan the mural’s Snapchat tag.
After the public launch, two of four billboard panels of the mural will be exchanged to feature visuals of the Maybach show car. A special second phase of this activation to further promote the car and Virgil Abloh’s and Maybach’s collaboration.
Abloh said: “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.”
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