Mercedes-Benz and Moncler have collaborated to create an art piece called PROJECT MONDO G. The piece merges the iconic Mercedes-Benz off-roader G-Class with Moncler’s style-defining puffer jacket to create a striking contrast between the angular design of the G-Class and the soft, flowing lines of the quilted textile. The debut collaboration between the two brands was unveiled at Moncler’s “The Art of Genius” show during London Fashion Week. The theme of the show was “Art of Imagination”, which is an inspirational message to dream big and to explore their own firsts: breaking new ground, putting the impossible in reach, and discovering without limits.
The creation of PROJECT MONDO G
The sculpture on wheels that is PROJECT MONDO G is a bold design statement that merges extremely contrasting forms and surfaces. The art piece combines the strong geometry of the G-Class with organic forms of Moncler puffer jackets. It bears a rough patina, which is the visible trace of use, referring to functionality and practicality. This forms the visual counterpoint to the perfect, high-gloss reflective surfaces that underpin the claim to luxury. The zip, another deliberately striking and eye-catching element, is a practical reference to the versatility and variability of both products, vehicle and jacket.
The dimensions of the art piece are impressive, with a length of 4.6 m, height of 2.8 m, width of 3.4 m (with wheels), and weight of 2.5 tons. The fusion of opposites gives rise to a sculptural object that invites the viewer to experience the transformation of a formerly pure utility-focused object into a design.
A spokesperson for Mercedes-Benz said, “We are very excited about collaborating with Moncler to create another ‘X-factor brand moment’. At Mercedes-Benz, we are committed to engaging in culture and society. 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.”
The “Art of Imagination” campaign
PROJECT MONDO G is the hero showcar of the campaign that accompanies the Mercedes-Benz and Moncler co-creation with social media, out of home (OOH), and PR assets for a broad global activation. The visualization stages an otherworldly winter landscape inspired by the main themes of outdoor durability and limitless discovery opportunities with the off-roader G-Class as the basis of PROJECT MONDO G and the puffer jacket of Moncler. The look and feel is an imaginary universe with low gravity that interprets the art piece with fashionable moments by models wearing conceptual looks designed with Moncler collection items. The campaign set design mirrors the art piece reveal at the “The Art of Genius” show presenting the ability of the G-Class and Moncler’s design elements to be incorporated in other industries.
The collaboration between Mercedes-Benz and Moncler is a testament to the power of cross-cultural partnerships in driving innovation and creativity. By combining the two brands’ worlds, the collaborators have demonstrated the creative opportunities that arise when people from different fields come together. This collaboration has also shown the potential for more exciting collaborations between automotive and fashion industries.
Check out the PROJECT MONDO G in the video below.