Concept Project Maybach Concept with Virgil Abloh

Project MAYBACH with Virgil Abloh: an installation in homage to a visionary, trusted partner and collaborator.

Following the wishes of Virgil’s family, Mercedes-Benz is honoured to reveal Project MAYBACH: a collaborative electric show car designed to inspire the next generation, and forever question the status quo.

Miami / Stuttgart. On 1 December 2021, in lieu of an intimate press event, Mercedes-Benz pays tribute to Virgil Abloh by opening the doors of the Rubell Museum to showcase Project MAYBACH to the public between December 1st – December 2nd, with access offered exclusively to students from local design schools from 11:30am to 12:30pm on December 1st. A humble contribution to Virgil’s vast legacy, the Mercedes-Maybach show car exemplifies the possibilities of future design and is the result of an on-going co-operation with the polymath artist, architect, creative director, fashion designer and philanthropist; driven by a shared passion to enrich the conversation around luxury design.

“Mercedes-Benz is devastated to hear of the passing of Virgil Abloh. Our sincere thoughts are with Virgil’s family and teams. Now opening the world of our collaboration, and Virgil’s unique vision, to the public we want to respectfully celebrate the work of a truly unique design talent, who created endless possibilities for collaboration through his unbridled imagination and inspired all that knew his work.” Mercedes-Benz AG.

Introducing Project MAYBACH

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 2-seater, battery-electric off-road coupé combines huge Gran Turismo proportions, large off-road wheels and distinctive attachments.

Key for both Abloh and Wagener was a responsible vision of future design. Complete creative freedom – untethered by production requirements - enabled the design teams to conceptualize what the future of electric travel could look like. Under the transparent surface of the show cars front hood for instance are solar cells that increase the imagined range of the Project MAYBACH.

Never afraid to spark conversation through provocative design, Project MAYBACH channels Abloh’s passion to challenge the status quo and re-write the rulebook of aspirational design. The X-Factor nature of Project MAYBACH results not only from its breathtaking size - almost six meters 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. Whilst the Project MAYBACH show car was inspired by how one could explore nature within a uniquely luxury context with Maybach, the Mercedes-Benz teams thank Virgil Abloh for the inspiration to explore every day the power of cross-industry dialogue to imagine a better, more inclusive future.
Further details on design-specific elements are available on request.

 

[SDNR]

I was sad to read that Virgil Abloh had died a few days ago - I had no idea he was sick.

He had a meteoric rise to the very heart of international fashion and design - and opened doors for more talented black designers to follow in his footsteps.

His death puts trivial problems into perspective, he was younger than my little brother. Very sad.

Rest in peace Virgil.

 

[klier]

I was sad to read that Virgil Abloh had died a few days ago - I had no idea he was sick.

He kept it secret, so....noone knew

 

[Centurion]

Because it does. It's a blatant copy.

Wagener remains a total tool.

Do you not find the crease-free side panels to be sensually beautiful?

 

[fortuner]

So This may be a dumb question but what is the point of this concept will it bring anything to future MB or Maybach

 

[Rolf]

Wow, this is a bizarre and strange-looking concept. I don't know but it reminds me kinda the Lambo LM002 AWD (Rambo Lambo) of the 80's. Quite a cool concept

 

[Der Hofmeister]

Very sad thread imo.

RIP Virgil.

This Maybach though, screams wannabe Rolls. Also sad.



Also very sad. And pathetic. And I agree with the attention grabbing low ball.

What a thread!

I am not the lawyer of MB (not at all, as you may all recall) and, at the same time, this concept is way off in terms of styling and not up to my personal taste. But I think it is fair that the truth prevails in this story.

With that being said, you may be all wrong. This project was planned and developed quite a long time ago, as you may read from the following link.

Mercedes-Benz Media

Exklusive Einblicke und individuelle Angebote: Erleben Sie mit Mercedes-Benz das Maximum aus digitaler Live-PR. Exclusive insights and individual offers: Experience the maximum of digital live PR with Mercedes-Benz.

media.daimler.com

At the same time, Mercedes-Benz have taken all prerequisities and requested permission of the family to show the finished project. At least, it is sensible to say that no one could have predicted that Virgil Abloh would have died just a few days before the Miami Art Basel event.

 

[Centurion]

He had a meteoric rise to the very heart of international fashion and design - and opened doors for more talented black designers to follow in his footsteps.

Virgil was an agent of change. He impact span faaaaaar wider than the black community. Design, art, fashion and luxury have gatekeepers who are autocrat baby boomers dictating what is or what isn't. Virgal has brought graffiti, street wear, skating, hiphop, millennial and generation Z into all those areas.

You might stand still, but the world around you is changing. Virgil lived this day and in day out. The pinnacle of a German Automobile is no longer can S-Class, 8-Series or SL. To some it's a rugged vehicle like an G-Class. A few even prefer a Brabus G-Class to RR Ghost that cost more money. We are also heading towards an era where young people rather wear an Apple Watch to display a $10,000-20,000 NFT than wearing a Rolex that cost the same. Working at Google as a graduate for $150k/year is cooler than being an associate at Boston Consulting Group for $60k/year.

The New Era of Discovery Concept is an exercise of exploring whether Maybach as a brand could stand for something other than a chauffeur driven saloon or trim.

Bernard Arnault is the CEO of LVMH. Although he might come across like an old fart, he's no stranger to bold moves. In 2002 they collaborated with Takashi Murakami with resulted in Louis Vuitton bags with a colourful monogram. Singing Virgil Abloh in 2017 to become the creative officer for Louis Vuitton's men's range was super controversial but GENIUS!!

For the most prestigious luxury brands, leather goods, accessories and perfume/beauty, account for a dominant majority of revenue. Apparel typically only account for 5-10%. The men's range or clothes account for pittance with runway clothes serving the purpose of selling accessories like wallets and belts. Work attire is becoming more casual, especially as more people work from home. The demand for suits and formal wear is in decline and allow people to spend more money on clothes that express who they are and the cultures/communities that they affiliate with. LVMH have also given Virgil extensive freedom to run his other interests in parallel e.g DJ at night clubs, work with Mercedes, curate art with Sotheby, continue to grow his on label Off-White and more. Basically Virgil is a polymath!

Virgil's men's range for Louis Vuitton has been highly successful and has bought new communities to the Louis Vuitton brand. Some of these individuals would previously have beed stared down if they walked into a LV store wearing sneakers or looking like a "youth". At his first fashion show for Louis Vuitton, he gave local design students different colour t-shirts that permitted them to attend the runway. No one had done this previously.

He's a champion of those who ignored and who feel like they don't belong.

The following 45sec from 1h 9min is one of Virgil's top "GOD MOMENTS" and provides a glimpse of the unmatched admiration that Millennial and Generation Z have for him.

 

[Centurion]

 

[hoffmeister_fan]

I don't like the front and rear. The side profile may lend itself to what a future bespoke Maybach EV could look like. It reminds of the J Mays-designed Lincoln Continental concept from either the late 1990's or the early Aughts.

 

[Mr. Mercedes]

Another pointless expenditure of funds by MB Design IMO.

 

[Merc1]

Doesn't matter they wouldn't have put those funds into better vehicles anyways. Mercedes is wandering the dark at this point on quality.

M

 

[Centurion]

I don't like the front and rear. The side profile may lend itself to what a future bespoke Maybach EV could look like. It reminds of the J Mays-designed Lincoln Continental concept from either the late 1990's or the early Aughts.

The tragedy is that MB doesn't seem committed to developing bespoke Maybach cars like they do AMGs.

 

[Wolfgang]

Gorden Wagener comments:

"We realised a unique creative approach and designed a show car that explores luxury in an outdoor context. With Project MAYBACH, we pay tribute to an outstanding designer and his creative legacy: Virgil Abloh’s collaboration with @mercedesmaybach The world has never seen a Mercedes-Maybach like this."

 

[SDNR]

Virgil was an agent of change. He impact span faaaaaar wider than the black community. Design, art, fashion and luxury have gatekeepers who are autocrat baby boomers dictating what is or what isn't. Virgal has brought graffiti, street wear, skating, hiphop, millennial and generation Z into all those areas.

You might stand still, but the world around you is changing. Virgil lived this day and in day out. The pinnacle of a German Automobile is no longer can S-Class, 8-Series or SL. To some it's a rugged vehicle like an G-Class. A few even prefer a Brabus G-Class to RR Ghost that cost more money. We are also heading towards an era where young people rather wear an Apple Watch to display a $10,000-20,000 NFT than wearing a Rolex that cost the same. Working at Google as a graduate for $150k/year is cooler than being an associate at Boston Consulting Group for $60k/year.

The New Era of Discovery Concept is an exercise of exploring whether Maybach as a brand could stand for something other than a chauffeur driven saloon or trim.

Bernard Arnault is the CEO of LVMH. Although he might come across like an old fart, he's no stranger to bold moves. In 2002 they collaborated with Takashi Murakami with resulted in Louis Vuitton bags with a colourful monogram. Singing Virgil Abloh in 2017 to become the creative officer for Louis Vuitton's men's range was super controversial but GENIUS!!

For the most prestigious luxury brands, leather goods, accessories and perfume/beauty, account for a dominant majority of revenue. Apparel typically only account for 5-10%. The men's range or clothes account for pittance with runway clothes serving the purpose of selling accessories like wallets and belts. Work attire is becoming more casual, especially as more people work from home. The demand for suits and formal wear is in decline and allow people to spend more money on clothes that express who they are and the cultures/communities that they affiliate with. LVMH have also given Virgil extensive freedom to run his other interests in parallel e.g DJ at night clubs, work with Mercedes, curate art with Sotheby, continue to grow his on label Off-White and more. Basically Virgil is a polymath!

Virgil's men's range for Louis Vuitton has been highly successful and has bought new communities to the Louis Vuitton brand. Some of these individuals would previously have beed stared down if they walked into a LV store wearing sneakers or looking like a "youth". At his first fashion show for Louis Vuitton, he gave local design students different colour t-shirts that permitted them to attend the runway. No one had done this previously.

He's a champion of those who ignored and who feel like they don't belong.

The following 45sec from 1h 9min is one of Virgil's top "GOD MOMENTS" and provides a glimpse of the unmatched admiration that Millennial and Generation Z have for him.

To view this content we will need your consent to set third party cookies.
For more detailed information, see our cookies page.

Accept third party cookies

Good post Hassan. Yes, Virgil was a major force in the way the contemporary fashion industry mixes culture from the street with high art and design.

He was also a very kind and generous man who always encouraged young designers. In many ways he reminds me of Karl Lagerfeld, there are better designers than Virgil and Karl were .....but they (Virgil and Karl) were cultural giants who changed and expanded the boundaries that high fashion operates in. For me, Virgil's greatest talent as a designer was his brilliant use of graphics. Imo, his designs for Off-White was his best work - instantly recognisable and clever.

 

[KiwiRob]

The tragedy is that MB doesn't seem committed to developing bespoke Maybach cars like they do AMGs.

They already tried that, if you remember it didn't work out too well for them.