Discover A New Universe: Mercedes-Benz and Moncler reveal PROJECT MONDO G
The exclusive art piece, PROJECT MONDO G, has ingeniously merged Moncler’s iconic puffer jacket design codes with the distinct features of the Mercedes-Benz G-Class to create a unique masterpiece. The collaboration between Mercedes-Benz and Moncler was unveiled at the Moncler “The Art of Genius” exhibit during London Fashion Week, along with other renowned brands and artists.
Moncler has transformed its collaboration model into a co-creation platform, encompassing diverse industries such as art, technology, sport, music, and design to reveal a new vision for Moncler Genius through an immersive live event at Olympia London.
Both Mercedes-Benz and Moncler share a deep passion for innovative designs, concise language, and an early adopter approach to cross-cultural collaborations. The theme of the event, “Art of Imagination,” encourages everyone to dream big and explore their limitless potential to achieve new milestones, break new grounds and discover the impossible.
PROJECT MONDO G is an exemplary collaboration between the two brands, demonstrating creative possibilities and opening new doors for the future. This is Moncler’s first-ever automotive partnership and is sure to be remembered as a groundbreaking and innovative project.
PROJECT MONDO G: Iconic art
The collaborative art piece created by Mercedes-Benz and Moncler is an exclusive design that combines the iconic features of the G-Class off-roader with the distinctive style of the Moncler puffer jacket. This creates a striking contrast between the angular lines of the G-Class and the soft, flowing quilting of the jacket. Both the G-Class and the Moncler jacket have evolved into luxurious lifestyle items that incorporate functionality at their core.
The fusion of these two opposites results in a sculptural masterpiece: PROJECT MONDO G, which transforms a purely functional object into a work of design. The dimensions of the art piece are impressive, measuring 4.6 meters in length, 2.8 meters in height, 3.4 meters in width (including wheels), and weighing 2.5 tons.
Upon closer look, there are other characteristic features that connect the art piece to the original products, and also create exciting contrasts. The rough patina, which is a visible trace of use, emphasizes the practicality and functionality of the objects. This creates a visual counterpoint to the high-gloss reflective surfaces, which reinforce the claim to luxury.
The gigantic zipper on PROJECT MONDO G is another deliberately striking and eye-catching element. This zipper serves as a practical reference to the versatility and variability of both the vehicle and the jacket.
The “Art of Imagination” campaign
The hero showcar of the Mercedes-Benz and Moncler co-creation campaign, known as PROJECT MONDO G, is showcased through a variety of mediums including social media, out of home (OOH), and PR assets for a broad global activation. The visualization of the campaign centers around an otherworldly winter landscape that draws inspiration from the main themes of outdoor durability and limitless discovery opportunities, with the off-roader G-Class serving as the foundation for PROJECT MONDO G and the Moncler puffer jacket.
The overall look and feel of the campaign presents an imaginary universe with low gravity, depicting fashionable moments through conceptual looks modeled with Moncler collection items. The campaign set design echoes the art piece reveal at “The Art of Genius” show, highlighting the G-Class and Moncler puffer jacket’s ability to withstand even the harshest conditions. The campaign is lensed by the renowned director and photographer Thibaut Grevet.
Source: www.mercedes-benz.com
