‘Sensual Purity’: Internet Divided as Mercedes-Benz and Moncler Reveal PROJECT MONDO G
Nothing divides the internet like a concept car – well, except for the recently unveiled 4-cylinder hybrid C63 S replacement – and while the art “PROJECT MONDO G” from Mercedes-Benz and Moncler is just “another ‘X-factor brand moment’,” the vehicle is exceeding it’s design brief and splitting opinions on the internet in the process. If the idea of a rust-painted G-Class wearing a Moncler puffer jacket isn’t for you, we recommend turning away now.
The next in a long line of automotive collaborations for Mercedes, it appears Moncler will be holding the torch for Virgil Abloh after the legendary designer passed in late 2021. His line of concept vehicles with both Mercedes-Benz and Mercedes-Maybach will go down as some of the most forward-thinking designs of the modern era, however, we haven’t seen the same reaction with the PROJECT MONDO G.
“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 potential of opportunities for more news to come soon,” said Britta Seeger, Member of the Board of Management of Mercedes-Benz Group AG, responsible for Marketing & Sales.
Related: ‘Very Exciting Chapter’: Pharrell Williams Named Louis Vuitton Men’s Creative Director.
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At its core, the PROJECT MONDO G is a captivating vehicle that contrasts the angular design of the G-Class and the soft, flowing lines of the quilted puffer. It’s gaudy, but the brands draw the two together through the parity in “themes of outdoor durability and limitless discovery opportunities.” Make of that statement what you will, but there’s no arguing with the vehicle’s ability to captivate an audience.
Reactions on the @mercedesbenz official Instagram account (linked above) have been mixed, to say the least. Early photos lensed by the recognised director and photographer Thibaut Grevet showcased a rugged-looking G-Class with a concrete connection to the utility vehicle we’ve all come to appreciate over the last four decades. However, the puffer jacket wearing PROJECT MONDO G was revealed with what the brand calls “impressive dimensions,” being almost twice the width of a standard G-Class with an equally proportioned zipper, acting as a reference to the versatility of both products, vehicle and jacket.
“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,” said Gorden Wagener, Chief Design Officer Mercedes-Benz Group AG.
“Two strong luxury brands offer an extraordinary new experience by combining the automotive and fashion worlds united in one piece. Because of the over-dimensional and exaggerated language of forms, it’s polarising art to set new impulses and trends.”
Moncler unveiled the PROJECT MONDO G – its first automotive collaboration – at the Moncler “The Art of Genius” show during London Fashion Week.
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