Concept Vehicles

Mercedes-Benz: Designing the Future of Iconic Luxury and Exclusivity”

Design No.5 – Creating Iconic Luxury

Words Lukas Altenhofen
December 31, 2023
Design No.5 – Creating Iconic Luxury
Words Lukas Altenhofen December 31, 2023

The Mercedes-Benz brand history serves as a rich source of inspiration for the future, with its iconic elements like the three-pointed star, gullwing doors, and cab-forward design firmly establishing the brand’s identity and desirability. The Mercedes-Benz design team is committed to evolving and strengthening this heritage by continually developing the brand’s iconic style. They are driven by the philosophy of “sensual purity” and keep up with stylistic trends, creating show car exteriors, vehicle studies, and mobility concepts at the International Design Center Carlsbad.

Mit dem Mercedes-Benz Vision One-Eleven präsentiert Mercedes-Benz eine neue Sportwagenstudie, die eine höchst dynamische Formensprache mit innovativer, vollelektrischer Antriebstechnologie kombiniert.
Mercedes-Benz presents a new sports car study. The Vision One-Eleven combines a highly dynamic design language with innovative all-electric powertrain technology.

One significant outcome of their design efforts is the Mercedes-Benz Vision One-Eleven, a futuristic concept sports car that reinterprets the classic C 111 from the 1970s with cutting-edge technology and striking design. Accompanying the Vision One-Eleven, Mercedes-Benz launches the “LIMITED EDITION 1 OF 111” collection, featuring five exclusive lifestyle pieces reflecting the concept car’s distinct design elements. The brand embraces innovation and augmented reality (AR) for the premiere of the Vision One-Eleven, merging the physical vehicle interior with a digital interface through AR, transforming the entire car into a user interface.

Moreover, Mercedes-Benz explores further exclusivity through the MANUFAKTUR individualization program, offering bespoke design options at the highest level of craftsmanship. The Night Series by Mercedes-Maybach represents the brand’s mission to elevate its curated portfolio, showcasing progressive design packages that defy convention and attract new audiences. Additionally, Mercedes-Benz ventures into the realm of digital collectibles with NFTs (Non-Fungible Tokens), allowing the brand to forge connections and experiences with new audiences by collaborating with artists like Harm van den Dorpel to create blockchain-based digital art, which can be experienced through a new in-car app in the Mercedes-Benz E-Class.

Design No5“ is an exclusive platform where Mercedes-Benz provides insights into current projects, as well as outlooks on future design trends and products.

“Design No5“ is an exclusive platform where Mercedes-Benz provides insights into current projects, as well as outlooks on future design trends and products.

Carlsbad/Stuttgart, 2023

#CreatingIconicLuxury: The Mercedes-Benz brand history is a source of inspiration for the future. From the three-pointed star to gullwing doors and cab-forward design: over the decades, the Mercedes-Benz design teams have created and established iconic elements. These are unmistakably associated with the brand, shaping the Mercedes-Benz myth and creating desire. The Mercedes-Benz design team will continue to develop the brand’s iconic style to further strengthen this heritage and carry it into the future.
#PinnacleOfExclusivity: Exceptional customisation options, one-offs from collaborations, limited collector’s and special editions, pioneering show cars and research and concept vehicles are the epitome of exclusivity for Mercedes-Benz.

#IDCCarlsbad: The Mercedes-Benz Design Centers provide important impetus for the continuous development of the design philosophy of sensual purity and for setting trends with new design ideas. At the International Design Center Carlsbad, the Mercedes-Benz design Team creates show car exteriors, vehicle studies and mobility concepts for tomorrow and beyond. It does this by picking up on stylistic trends on site, then analysing and creatively implementing them. The Californian lifestyle influences the site just as much as its proximity to Mercedes-Benz Research & Development North America. A very special form of creativity flourishes in Carlsbad, leaving its mark on Mercedes-Benz design and opening up new perspectives.
#VisionOneEleven: With the Mercedes-Benz Vision One-Eleven, the brand presents a concept sports car that progressively reinterprets the C 111, a brand icon of the 1970s. Much like its historic predecessor, it combines stunning design with the most innovative drive technology. The Vision One-Eleven makes use of axial flux motors from YASA, which have an unmatched power density far beyond comparable radial motors, while being extremely lightweight.

#ExclusiveCollection: Mercedes-Benz is launching the “LIMITED EDITION 1 OF 111” collection along with the Mercedes-Benz Vision One-Eleven. This is the first time that an iconic design study has been accompanied by a lifestyle collection consisting of five exclusive pieces. In addition to the striking colour of the concept sports car, the individual accessories also reflect the vehicle’s characteristic design elements.

#AugmentedReality: The Mercedes-Benz design team used augmented reality (AR) to create a visionary user experience for the premiere of the Mercedes-Benz Vision One-Eleven and integrated it into a virtual test model of the Vision One-Eleven interior. The physical vehicle interior and the digital interface merge seamlessly, so that virtually the entire car becomes a user interface.
#MANUFAKTUR: With the MANUFAKTUR individualisation programme, Mercedes-Benz offers an ever-greater degree of exclusive design options at the highest level of craftsmanship. From a choice of bespoke colours to a wide range of exclusive interior fittings a Mercedes can be tailored exactly to one’s personal taste. With the Vision of MANUFAKTUR, Mercedes-Benz gives a glimpse of potential future hyper-exclusive design possibilities for the customisation programme.

#MercedesMaybachNightSeries: With the Night Series, Mercedes-Maybach is presenting the next chapter in the brand’s mission to further develop its curated portfolio. The most progressive design package from the tradition-steeped brand takes Maybach design to a new level. Unexpected and exquisite in its design, the Night Series defies convention and appeals to new target groups.
#NFT: Digital collectibles in the form of NFTs (Non-Fungible Token) allow Mercedes-Benz to support new strategic dimensions of digital brand and business development. Through NFTs, Mercedes-Benz is creating connections and experiences with new audiences. The brand with the star is teaming up with the artist Harm van den Dorpel to create blockchain-based digital art. A new in-car app that makes it possible to experience digital artworks in the vehicle will be tested for the first time in the new Mercedes-Benz E-Class.