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Virgil Abloh X
Mercedes-Benz
Project Maybach
INFO
AGENCY: HIGHSNOBIETY
PARTNER AGENCIES: Antoni, Karla Otto, Builder’s Club
ROLE: Creative Direction, Concept, Art-Direction
YEAR: 2022
MARKET/S: GLOBAL
description
"Project Maybach" is a visionary show car that explores sophisticated luxury and luxury utility in an outdoor context. The project follows on from the highly successful "Project Geländewagen", Virgil's revisit of the G-Wagon. Both projects are the result of a design collaboration between Virgil Abloh, Off-White founder and artistic director at Louis Vuitton and Mercedes-Benz Chief Design Officer Gorden Wagener.

We developed the launch campaign for this iconic collaboration. From seed campaign building hype around it's release to a mini-documentary celebrating the partnership. 
 
In the months before launch, Virgil Abloh sadly passed away — I’m deeply honored to have had the chance to contribute to this project.
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Virgil Abloh und Mercedes-Maybach kreieren das ultimative Legacy Car Virgil Abloh and Mercedes-Maybach create the ultimate legacy car
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After Virgil's tragic passing in November 2021, Project Maybach was released at Art Basel Miami Beach to honor Abloh's creative legacy and pay tribute to one of the greatest artists and designers of his time. Then, in spring 2022, a Project Maybach inspired Capsule Collection designed by Virgil Abloh was released with his fashion brand Off-White. Followed by the release of 150 limited edition Mercedes-Maybach S-Class' by Virgil Abloh.
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