Mercedes-Benz and Moncler, two luxury brands known for their passion for innovation and design, have come together to showcase their first-ever collaboration, PROJECT MONDO G.
Unveiled at Moncler‘s live show “The Art of Genius” during London Fashion Week on February 20th, 2023, the unique art piece merges the iconic G-Class and Moncler’s distinctive design elements.
A New Vision for Moncler Genius:
Hosted by Moncler, the live event was attended by renowned brands and artists, including Alicia Keys, Pharrell Williams, and Adidas Originals, among others. The event marked a new vision for Moncler Genius, transforming its collaboration model into a platform for co-creation across diverse industries, including art, technology, sport, music, and design.
Merging of Opposites:
PROJECT MONDO G recreates the iconic Mercedes-Benz G-Class with the distinctive design codes of Moncler, by merging the characteristic features of the G-Class with Moncler’s puffer jacket. The result is a spectacular contrast between the angular design of the G-Class and the soft, flowing lines of the quilted textile. It impresses with huge dimensions: 4.6 m length, 2.8 m height, 3.4 m width (with wheels) and 2.5 tons weight. PROJECT MONDO G features rough patina, high-gloss reflective surfaces, and a huge zipper that serves as a reference to the versatility and variability of both the vehicle and jacket.
An Iconic Sculpture:
“We are very excited about collaborating with Moncler to create another ‘X-factor brand moment’. Our co-creation with Moncler offers an unexpected experience of both brands. This debut collaboration with Moncler opens new horizons and a potential of opportunities for more news to come soon,” said Britta Seeger, Member of the Board of Management of Mercedes-Benz Group AG, Marketing & Sales.
“The collaboration with Moncler inspired us to create a real iconic sculpture on wheels – a very bold design statement: our PROJECT MONDO G. Based on our design philosophy Sensual Purity, this art piece merges extremely contrasting forms and surfaces: spacecraft shiny materials with a used patina look; strong geometry of the G-Class with organic forms of Moncler puffer jackets. Two strong luxury brands offer an extraordinary new experience by combining automotive and fashion world united in one piece. Because of over-dimensional and exaggerated language of forms it’s polarizing art to set new impulses and trends,” added Gorden Wagener, Chief Design Officer Mercedes-Benz Group AG. The PROJECT MONDO G invites viewers to experience the transformation of a formerly pure utility-focused object into a design icon.
The “Art of Imagination” Campaign:
PROJECT MONDO G is the hero showcar of the accompanying campaign, which includes social media, out of home, and PR assets for a broad global activation. The visualization stages an otherworldly winter landscape, inspired by the themes of outdoor durability and limitless discovery opportunities, with the G-Class as the basis of PROJECT MONDO G and the puffer jacket of Moncler. The campaign was lensed by the recognized director and photographer Thibaut Grevet.
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