Mercedes-Benz Korea has announced that to celebrate the ‘2023 F/W Seoul Fashion Week’ starting on the 15th, they will be hosting a pop-up exhibition of ‘Project MAYBACH’, the electric show car that was the last work of the late fashion icon Virgil Abloh.
Inspired by the great outdoors, the two-seater electric off-road coupe ‘Project MAYBACH’ reflects traditional urban branding in an off-road environment. This unique model was born from the second collaboration between the artist, architect, creative director, and fashion designer Virgil Abloh, showcasing the potential of future design.
Developed through a partnership between Virgil Abloh and Mercedes-Benz’s design chief, Gorden Wagener, ‘Project MAYBACH’ interprets the luxurious identity of Mercedes-Maybach in a new design language, expanding the boundaries of functionality, style, and creativity. It was first unveiled at the Rubell Museum in Miami, following Abloh’s passing just before its public debut in 2021, according to the wishes of his family.
Through this pop-up, Mercedes-Benz Korea has proudly showcased Project MAYBACH to fashion leaders at the Seoul Fashion Week for the first time in Korea. The pop-up booth and exhibition will run from the 15th to the 19th at the U-Lim Square of Dongdaemun Design Plaza, culminating in the finale of the Project MAYBACH Asia tour in Seoul.
The ‘Project MAYBACH’ pop-up booth and exhibition presented at Seoul Fashion Week break away from conventional showcasing methods, themed as ‘Outdoor Adventure’. The exhibition uniquely combines the vehicle with dynamic media art inspired by Virgil Abloh. Additionally, videos and sketches documenting Abloh’s vehicle design process will be shown on the first floor. This aims to provide visitors with a glimpse into Abloh’s artistic world and the limitless possibilities of Mercedes-Maybach, transcending a mere vehicle display.
Moreover, all visitors to the pop-up booth will have the opportunity to view merchandise from the high-end street brand ‘Off-White’, featuring innovative designs, along with various stickers, fabric stickers, and postcards available for free experience.
Thomas Klein, CEO of Mercedes-Benz Korea, stated, “It is significant to unveil the physical representation of ‘Project MAYBACH’, showcasing the innovative spirit of Mercedes-Maybach and the future of electric vehicles through the genius design world of the late Virgil Abloh at Seoul Fashion Week. As this piece was created to inspire the next generation and provoke continuous questioning about the present, we anticipate that this pop-up exhibition will bring new inspiration and discussions about fashion and innovation to domestic fashion leaders and citizens.”
Meanwhile, the ‘2023 F/W Seoul Fashion Week’ is held at Dongdaemun Design Plaza (DDP) from March 15th to 19th, featuring fashion shows from 30 of Korea’s leading designer brands, the largest trade show in the country, and various citizen participation programs. This year, the global ambassador for the event is the group ‘NewJeans’.
Lee Sang-jin daedusj@autodiary.kr