With Project MAYBACH, Mercedes-Benz pays tribute to the late Virgil Abloh who passed away recently. Designed as a showcar to inspire the next generation, it is being revealed at the wishes of Abloh’s family.
The artist, architect, creative director, fashion designer and philanthropist, who was also artistic director of Louis Vuitton menswear, had collaborated with Gordon Wagener, design chief of Mercedes-Benz, for this design study. It interprets 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, fully-electric off-road coupe combines huge Gran Turismo proportions (almost 6 metres long), large off-road wheels and distinctive attachments. Under the transparent surface of the showcar’s bonnet are solar cells that increase the imagined range of the Project MAYBACH.
Like Project Gelandewagen in 2020, Project MAYBACH is a design unlike anything that has been developed by Mercedes-Benz, with every element built from scratch. Key for both Abloh and Wagener was a responsible vision of future design. Complete creative freedom – unlimited by production requirements – enabled the design teams to conceptualize what the future of electric travel could look like.
The X-Factor nature of Project MAYBACH results not only from its imposing – almost 6 metres long – and characteristics, but also from its unique contrasts. ; most notably through how naturally authentic Mercedes-Maybach design elements are harmoniously combined with a new Outdoor Adventure design motif.
Project MAYBACH channels Abloh’s passion to challenge the status quo and re-write the rulebook of aspirational design. The power of his work is not only from the product design, but also the exploratory conversations that his work ignited. Whilst the showcar 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.
Concept Mercedes-Maybach EQS for the new generation of customers
