PROJECT MONDO G is a unique art
piece that merges the iconic G-Class and Moncler’s distinctive design elements
Mercedes-Benz launches the
collaboration art piece at Moncler’s “The Art of Genius” live show in London
today
Set in an otherworldly
environment, the reveal moment “The Art of Imagination” presents the art piece
as a new creation of outstanding automotive and fashion design
By combining the distinctive elements of the
Mercedes-Benz G-Class with the puffer jacket from Moncler, PROJECT MONDO G
recreates the legendary G-Class with Moncler's signature design aesthetic. The
artwork was presented for the first time today during the Moncler "The Art
of Genius" event during London Fashion Week. Mercedes-Benz, which is being
hosted by Moncler, has a lineup of companies and performers that includes
Alicia Keys, Pharrell Williams, Adidas Originals, FRGMT, Salehe Bembury, Palm
Angels, and ROC NATION by Jay-Z. Through an interactive live event at Olympia
London, Moncler unveils a new vision for Moncler Genius. converting its
paradigm of cooperation into a hub for co-creation in a variety of different
industries, including art, technology, athletics, music, and design.
Mercedes-Benz and Moncler have a similar
passion for innovation, clear design aesthetics, and pioneering cross-cultural
cooperation strategies. These characteristics and ideals characterize both
partners, who have now joined forces to demonstrate the creative possibilities
and the potential outcomes of the fusion of the two brands' worlds. The
motivating idea of the subject "Art of Imagination" is to dream large
and explore your own firsts: break new ground, make the unthinkable possible,
and discover without boundaries. Moncler's first association with the
automotive industry is the joint artwork PROJECT MONDO G.
"To create another
"X-factor brand moment," we are very eager to work with Moncler. Mercedes-Benz
is dedicated to participating in culture and society. Our joint creation with
Moncler provides a surprising encounter with both companies. This first
partnership with Moncler opens up new possibilities and may present an opportunity
for future news."
Britta Seeger, member of the Mercedes-Benz
Group AG's board of management and in charge of marketing and sales
PROJECT MONDO G: Iconic art
The artwork was created especially for the
partnership between Mercedes-Benz and Moncler and combines the distinguishing
qualities of the classic Moncler puffer jacket with the legendary Mercedes-Benz
off-roader G-Class. Creating a stunning contrast between the G-aggressive
Class's shape and the quilted fabric's soft, flowing contours. Both utilitarian
objects are distinctive and unique, with functionality at their core.
Throughout the years, they have evolved into luxury lifestyle items. A
sculptural object is created by the merging of opposites: PROJECT MONDO G
encourages you to see the evolution of an object from pure use to design. 4.6 m
in length, 2.8 m in height, 3.4 m in width (with wheels), and 2.5 tons in
weight are its astounding measurements.
The rough patina is the obvious evidence of
use, which refers to functionality and practicality. A deeper inspection
exposes further distinguishing characteristics that have a direct relationship
to the original items and further generates intriguing contrasts. The
immaculate, high-gloss shiny surfaces that support the notion of luxury are
visually offset by this. Another purposefully noticeable and eye-catching
feature on PROJECT MONDO G is the enormous zipper, which is not there by
accident. The practical allusion to the zipper refers to the adaptability and
variety of both the car and the jacket as products.
"Our PROJECT MONDO G is a truly iconic
sculpture on wheels and a highly daring design statement, inspired by our
cooperation with Moncler. This artwork, which is based on our design tenet of
Sensual Purity, combines wildly disparate shapes and textures: spaceship bright
materials with a worn-out patina look; the G-rigid Class's geometry with
Moncler puffer jackets' organic shapes. By fusing the automotive and fashion
industries together into a single entity, two powerful luxury brands provide an
astonishing new experience. Art is controversial because of the overly
three-dimensional and exaggerated language of forms.
Mercedes-Benz Group AG's Chief Designer Gorden
Wagener
The 1979-born Mercedes-Benz G-Class has its
roots in the investigation of difficult terrain and in the commercial or public
sphere. With the G-Class, Mercedes-Benz broke new ground in 1979. The off-road
vehicle was created with both tough daily use in the industrial or municipal
sectors, for example, and extreme off-road capabilities as a mode of
transportation with a focus on leisure. Soon after it hit the market, a period
of constant improvement began. It is the secret to the G's enduring success as
an emblem in its own right.
The “Art of Imagination” campaign
The Mercedes-Benz and Moncler co-creation
includes PROJECT MONDO G as its star show car, along with social media,
out-of-home (OOH), and PR materials for widespread worldwide engagement. The
off-roader G-Class, which serves as the foundation of PROJECT MONDO G, and the
Moncler puffer jacket are used in the visualization to create an otherworldly
winter scene that is inspired by the ideas of outdoor durability and infinite
discovery potential.
Models wearing innovative outfits created with
elements from the Moncler range give the artwork a trendy interpretation in a
low-gravity, made-up cosmos. The campaign's set design is a reflection of the
artwork displayed at "The Art of Genius" show, which showcases the
G-Class and the Moncler puffer jacket's capacity to survive even the worst
weather. Thibaut Grevet, a well-known director and photographer, shot the
advertisement.
About Moncler
The company's current headquarters are in
Italy, but Moncler was first established in 1952 in Monestier-de-Clermont,
Grenoble, France. The brand has merged fashion with ongoing technology
innovation supported by professionals in activities related to the mountain
world over the years. The harsh requirements of nature and those of city life
are combined in the Moncler clothing lines. The clothing and accessory
collections sold under the Moncler brand are produced and distributed directly
by Moncler through its own physical and online stores, as well as through a few
carefully chosen multi-brand storefronts, department stores, and online
retailers.
Mercedes-Benz Fashion Engagement
Mercedes-Benz has made a name for itself as a
significant player in the international fashion market since 1995. The luxury
brand has developed genuine connections with people in the fashion,
photography, and art worlds and leverages its initiatives to assist
up-and-coming designers, creative partnerships, fashion week partnerships, and
live events.
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