Two brands with one shared vision can bring innovative ideas to life. Mercedes-Benz and Moncler have come together to create a groundbreaking collaboration that celebrates the unique styles and traditions of both iconic brands. This intriguing partnership has opened the doors to an imaginary universe where the shared values of Moncler and the renowned German automotive company are explored.
Unveiled by Mercedes-Benz during Moncler’s live show, “The Art of Genius,” at London Fashion Week, this exceptional artwork embodies the concise design language and pioneering approach to intercultural co-creation that both companies share. The result is a surreal experience that broadens perspectives and offers new opportunities for connecting with a broader audience beyond the automotive industry. With this unprecedented collaboration, Mercedes-Benz is taking a strategic move into the world of fashion and culture. This initiative is crucial for Moncler because it represents the company’s movement beyond the conventional bounds of style and into new worlds of design and creative expression. The cooperation of these two visionaries has produced something spectacular, setting the way for a new era of creativity and discovery.
PROJECT MONDO G is an exceptional work of art that Gorden Wagener has masterfully created. His pure creative expression takes the form of a Mercedes-Benz Class G with a unique puffer jacket design. Inspired by the themes of outdoor durability and limitless discovery opportunities synonymous with the iconic G-Class and the Moncler puffer jacket, these two iconic brands have resulted in a one-of-a-kind art piece. The inspiration for this concept was to amplify Mercedes’s square volumes and primary structure, keeping the robust and technical body. At the same time, the Moncler design team redesigned the wheels and upper portion in a completely new way. This stunning sculpture on wheels has seamlessly merged the distinctive design codes of Moncler with the characteristic features of the G-Class. The juxtaposition of the skeleton’s rigidity and the soft, fluffy feel of Moncler jackets produces a fascinating, aesthetically striking paradox and is intellectually unique. An innovative mix of automotive and fashion design was created by improving the vehicle’s form while simultaneously adopting the Moncler design concept. Although there are no interiors, the roof and rear of the vehicle are split into two parts by a massive zipper. “The entire piece almost resembles a giant bag”, says Wagener. “The zipper looks like a tow hook that could pull a freight train.”
There are other obvious visual antecedents, ranging from the American monster truck culture to the 2020 G-Class G 500 4×42 concept with oversized wheels, not to mention the ongoing revival in everything related to space exploration and missile technology. It is truly a masterpiece that showcases the incredible potential of inter-brand partnerships and is sure to capture the attention of anyone who appreciates the beauty and innovation at the heart of luxury design.
The Campaign – This unique work of art was presented in line with Moncler’s “Art of Imagination” campaign, which embodies an inspiring message of grand exploration and pushing boundaries towards the impossible. By allowing creativity to thrive, we give life to a genius world that expands its horizons to encompass art, design, entertainment, music, sports, and technology. “Past success should always inspire new ambitions. This collaboration empowers all three dimensions of the Moncler brand: Collection, Genius, and Grenoble,” says Remo Ruffini, Moncler Chairman and CEO.
According to this concept, Gorden Wagener aims to create an animation depicting a car bouncing on the moon. The campaign features an imaginary universe with low gravity, showcasing the art piece alongside models wearing conceptual looks designed with Moncler collection items. It highlights the G-Class and Moncler puffer jacket’s ability to withstand even the harshest conditions, embodying the proper caption of “Expect the Unexpected”. The launch was presented as a space mission, with the ecosystem built to resemble a voyage to the moon, replete with spacecraft and personnel. The official video depicted the arrival of a new form of life within the Moncler world, where luxury and creativity establish a new realm that defies gravity but embodies magnificent reality. The presentation was a spectacular event that featured choreography, special effects, flying performers, smoke machines, and dazzling lights.
A Contemporary Mercedes G-Class – The art piece, designed exclusively for the Mercedes-Benz and Moncler collab, combines the iconic Mercedes-Benz off-roader G-Class with the style-defining Moncler puffer jacket. The fusion of opposites results in a sculptural object which measures 4.6 meters in length, 2.8 meters in height, 3.4 meters in width (with wheels), and weighs 2.5 tons. The G-Class serves as the main point of connection between these two brands. With its own personality and premium equipment, the G-Class skilfully balances luxury with off-road prowess. With just minor exterior changes made since 1979, it has long been regarded as an iconic design of a premium off-road vehicle, Mercedes-Benz. Its unique shape is its trademark and exceptional off-road attributes, which distinguishes it as a sector leader.
Design and Innovation – The design serves as further evidence of this piece of art’s originality and superiority to all others. The Mercedes-Benz AG x Moncler art piece is of epic proportions and was inspired by zero gravity. When examined closely, the artistic automobile’s design reveals the immersive environment and artwork that showcase special aspects of both the luxury design jacket and the automotive design of the vehicle. The imperfect, high-gloss reflective surfaces that support the claim of luxury are contrasted by the rough patina, a visible trace of use that refers to functionality and practicality. The large, purposefully obtrusive zipper serves as a practical allusion to the adaptability and variety of both products, the car and the jacket. The contrast of the rough patina finish body and the high-gloss reflective surfaces creates a dialogue between luxury and craftsmanship.
Creating a brand message that connects with the past and the new generation is difficult. Yet Moncler has accomplished this by staying ahead of changing cultural and digital trends and putting itself at the vanguard of the premium scene. The brand’s unique ability to cross the generational divide is a monument to its unwavering dedication to innovation and foresight. The success of Moncler and Mercedes originates from their ability to draw inspiration from the past while being relevant in the present and future.
“By exposing ourselves to different partners and projects, we can become more relevant to them. They start to think about Mercedes, not primarily with the goal of purchasing a car, but maybe they want to talk about it or drive it one day. “ – explains Britta Seeger, Member of the Board of Management of Mercedes-Benz Group.
Mercedes-Benz and Moncler Genius have pushed the luxury business forward by providing a new and intriguing viewpoint that defies traditional thinking. The artwork’s creative aesthetics are both adventurous and classy, perfectly capturing the essence of these two iconic brands.
Discover more @ www.mercedes-benz.com
Discover more @ monclerworld.moncler.com/genius
Article edited by Luigi Rossetti