Mercedes-Benz and Moncler: PROJECT MONDO G at “The Art of Genius” February 2023.
Mercedes-Benz and Moncler: PROJECT MONDO G at “The Art of Genius” February 2023.

Nytt samarbeid

Mercedes-Benz livsstiler som aldri før

Blant toppene i Mercedes-Benz hierarkiet later spesielt Gorden Wagener til å være den med størst tendenser til å gå bananas hvis han kan kobles opp, eller koble noe opp, mot popkulturen. Nå er det G-Klassen og Moncler.

Greit nok det, å gå i hverandres bakhager og dele hverandres frukter – vi har sett mange gode eksempler på samarbeide mellom bil og en annen merkevare.

Men vi har sett noen hysterisk dårlige eksempler også.

Virgil Abloh

Det er ikke lenge siden Wagener hanket inn Virgil Abloh for å slippe han løs på en Maybach SUV.

Abloh var sannsynligvis et stort talent. Han var et vellykket resultat av Louis Vuittons forsøk på deres tilnærming til populær-kulturen som like før hadde gått skikkelig på trynet da de backet Rihanna’s Fenty-prosjekt.

Men Abloh, en DJ som jobbet med folk som Kanye West og som hadde bakgrunn i møbler og arkitektur, viste seg som en meget kompetent klesdesigner, og da han døde i november i fjor etterlot han seg nok til å holde LVMHs systuer opptatt et år fremover.

Men at Wagener hentet ham for å re-designe en Maybach må ha vært bare for å få nok et navn i boka. Jeg har enda ikke hørt noen karakterisere resultatet som annet enn ‘interessant’ eller noe annet høflig.

Moncler

Og nå er det Moncler.

Italiensk, som var i ferd med å omkomme da Remo Ruffini gikk inn og overtok for 20 år siden. Kanskje form er minst like viktig som funksjon, tenkte han og investerte i gode designere.

Han klarte hjælpe meg å gjøre Michelin-mannen fasjonabel med sine omfattende puff-jakker og -kåper.

I fjor omsatte han for to milliarder euro. Det blir som regel noe igjen på bunnen etter slike summer.

"Genikunst"

Under moteuken i London, forrige uke, dukket Mercedes/Moncler-samarbeidet opp i form av en kunstinstallasjon som het «The Art of Genius» – intet mindre.

Det dreide seg om en G-Klasse som var påkledd med diverse fragmenter som godt kunne kommet fra Monclers nyeste puffer-jakker.

Sikkert genialt, men jeg får det ikke til å stemme verken som bil eller fashion eller som en sammensmelting mellom de to.

Når det samtidig blir blandet sammen med personer og merkevarer som Alicia Keys, Pharrel Williams (mannen som nettopp har tatt over for Virgil Abloh hos LVMH – uten en eneste åpenbar kvalifikasjon – bortsett fra at han er en popkultur-‘personlighet’), Selehe Bebbury, Adidas, FRGMT, Palm Angels og Roc-Nation by Jay-Z, er det i ferd med å tippe for meg.

Se på bildene av resultatet av samarbeidet og fortell at det er meg det er noe gæærnt med.

Begeistring

Nå viser det seg at det er ikke bare Gorden Wagener. Hør hva Britta Seeger, styremedlem hos Mercedes-Benz Group AG sier:

– Vi er utrolig begeistret over samarbeidet med Moncler som har skapt enda et X-factor øyeblikk. Mercedes-Benz er forpliktet til å engasjere seg i kultur og samfunn. Det vi her har skapt sammen åpner nye horisonter og et potensiale med muligheter for nye nyheter som kan dukke opp snart.

Selve skulpturen heter Project Mondo G og vi blir bedt om å legge merke til den store glidelåsen på kunstverket. Den skal – du gjettet det kanskje? – være en referanse til begge produktenes mangesidighet og evne til å passe til mange situasjoner.

Men hvem var det egentlig som la grunnlaget for puffer-jakkene fra et par år tilbake? Var det vidunderbarnet Richard Quinn eller nykommeren (i 2020) Jonathan Anderson?

Kanskje ikke så viktig. Den gjør seg uansett bedre på en person enn en bil.

Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Lukas Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Behind the scenes: the design process of the art piece PROJECT MONDO G for Mercedes-Benz x Moncler collaboration February 2023. Behind the scenes: the design process of the art piece PROJECT MONDO G for Mercedes-Benz x Moncler collaboration February 2023.
Mercedes-Benz & Moncler Project Mondo G
Behind the scenes: the design process of the art piece PROJECT MONDO G for Mercedes-Benz x Moncler collaboration February 2023. Behind the scenes: the design process of the art piece PROJECT MONDO G for Mercedes-Benz x Moncler collaboration February 2023.
Mercedes-Benz & Moncler Project Mondo G
Behind the scenes: the design process of the art piece PROJECT MONDO G for Mercedes-Benz x Moncler collaboration February 2023. Behind the scenes: the design process of the art piece PROJECT MONDO G for Mercedes-Benz x Moncler collaboration February 2023.
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz x Moncler collaboration. Design sketches of the art piece PROJECT MONDO G, February 2023. Mercedes-Benz x Moncler collaboration. Design sketches of the art piece PROJECT MONDO G, February 2023.
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz x Moncler collaboration. Design sketches of the art piece PROJECT MONDO G, February 2023. Mercedes-Benz x Moncler collaboration. Design sketches of the art piece PROJECT MONDO G, February 2023.
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz x Moncler collaboration. Design sketches of the art piece PROJECT MONDO G, February 2023. Mercedes-Benz x Moncler collaboration. Design sketches of the art piece PROJECT MONDO G, February 2023.
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz Mercedes-Benz and Moncler presenting a co-creation: PROJECT MONDO G at “The Art of Genius” February 2023. Image: Thibaut Grevet Müller for Mercedes-Benz
Mercedes-Benz & Moncler Project Mondo G
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