mercedes‑benz encases 1979's G-class inside gigantic amber-colored cube at NAIAS
 

mercedes‑benz encases 1979's G-class inside gigantic amber-colored cube at NAIAS

adorning the entrance to cobo hall, NAIAS 2018’s exhibition hall, mercedes-benz has created the world’s biggest installation of synthetic resin. the amber-colored cube made of 44.4 tonnes encases in it a G-class from the first production year, 1979. the piece symbolizes the timelessness of the off-road legend and makes a conscious reference to the natural phenomenon of insects preserved in amber. with it, the german auto manufacturer wants to portray through an art piece that these characteristics have been handed down from generation to generation, making it the perfect symbol for the premier of the classic’s newest version.

mercedes benz installation g-class naias ambur cube designboom
the 1979 model of the G-class is enclosed in 44.4 tones of synthetic resin

 

 

casted in a time period of 90-days, the mercedes-benz 280 GE from 1979 has been frozen in a dynamic position. the impression is that it has been enclosed mid-stream when driving off-road, in its natural habitat. measuring 5.50 meters long, 2.55 meters wide and 3.10 meters height, the block grew by around three centimeters in height each day. the piece, part of the campaign created by creative agency antoni, is part of the unveiling of the new G-class.

mercedes benz installation g-class naias ambur cube designboom
the cube measures 5.50 meters long, 2.55 meters wide and 3.10 meters height

 

 

‘the amber cube puts the uniqueness of the G-class in a nutshell’, says dr gunnar güthenke, head of the off-road vehicle product unit at mercedes-benz. ‘our cult off-road vehicle has been continuously evolving for nearly 40 years – without losing its character or its core values. its DNA is stronger than time and than any fashion trend. the cube expresses this to stunning effect and thus embodies the objective for advancing the G-class.’

mercedes benz installation g-class naias ambur cube designboom
the mercedes benz installation was created in time for the release of the G-class’ newest version

mercedes benz installation g-class naias ambur cube designboom
the piece symbolizes the timelessness of the off-road legend

mercedes benz installation g-class naias ambur cube designboom
the installations shows that the characteristics of the G-class have been handed down from generation to generation

mercedes benz installation g-class naias ambur cube designboom
it took a total of 90 days to create the installation

  • Banal

    adam Brocklehurst

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