Original digital art by Mercedes-Benz at Design Essentials IV: The Art of Creating Desire
LUX stops off at the Mercedes-Benz Design Centre in Nice to hear about its latest projects ? from EVs to NFTs, and much else besides
Few places can evoke desire like the Cote d?Azur. Home to the world?s superelite and their superyachts, it is where the most exclusive communities migrate in summertime ? and where the aspirational go to see them.
All of which made it a fitting backdrop for Mercedes-Benz’s latest Design Essentials instalment, ?The Art of Creating Desire?. Presented between their Design Centre in Nice ? a cylindrical, spaceship-like structure hidden in the pine forest of France’s tech hub ? and the newly-opened Maybourne Riviera, the showcase featured the marque’s latest projects and outlooks on the future of luxury. The Mercedes-Benz Design Centre in Nice
?We aspire to design the most desirable cars in the world. With Design Essentials, we illustrate how we approach this privilege in concrete terms,? explained Chief Design Officer Gorden Wagener. ?The venue ? our Design Centre in Nice ? plays a central role in this. I see it as a creative melting pot where we forge ideas for the luxury cars of the future.?
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That future, according to Mercedes-Benz, is digital. The marque has joined as the fifth and final founding member of the Aura Blockchain Consortium ? a non-profit association of luxury brands inve...