And while there are [understandably] questions about performance and remarks on how BMW can improve on future designs, the consensus is that the German auto brand has finally caught up with the rest of the luxury auto world in creating vehicles that look like true luxury pieces.

But maybe there is more to this concept auto than a desire to prove that the BMW brand is still luxury.

Since 2017, Rolls Royce has offered the tail series as a highly-exclusive, coach-built model to its most select, loyal and discerning customers. These ultra-limited, custom-built models may have not been the source of the highest revenue for the brand year-on-year, but they have succeeded in placing the British brand as an undisputable producer of the most desirable-yet-uneasily-attainable luxury autos in the world.

Mercedes Benz has now caught on. In Monaco, this month, the German-born auto firm unveiled the first model in its newly launched exclusive Mythos series. The marque, the Concept Mercedes-AMG PureSpeed is an F1-inspired (which means, among other things,  no windshield) SL-based open-top, two-seater that the brand has said is a “strictly limited series of 250 units will only be available to the most dedicated Mercedes-Benz enthusiasts and collectors.”

And now, BMW appears to be trailing this same path with the unveiling of its Concept Skytop, a unique auto that is almost like nothing it has ever done. Although it does not seem like it is interested in creating a limited-edition series for the lucky few — in its official press release, the brand stated that “perhaps unique vehicles will not always have to remain unique – at Lake Como and the Concorso d’Eleganzaa Villa d’Este, automotive dreaming has always been allowed” — per Car and Driver, only 50, or possibly 100, of the Skytop would be produced as the vehicle is intended to be a ‘handbuilt collector’s item.’

To be fair, custom-built cars have always being a thing. However, creating special models geared towards a few is a trend that is beginning to catch on in the world of luxury autos. It just may have something to do with the increasing hyper-personalisation and hyper-exclusivity of luxury, which may be due, in part, to an increasing demand of luxury goods from a new generation of rich millennials and Gen Zs unwilling to maintain the tradition of scarcity, exclusivity and long waitlists and times that have characterised luxury from the beginning of time.

By restricting certain creations to only loyal clients and friends of the brand, luxury auto companies can safely maintain scarcity and exclusivity without irking new customers who do not want to be told that their interest in a product does not automatically translate to a free pass to everything and anything they desire from the brand. Becasue, whether we choose to admit it or not, the moment luxury goods become accessible to the general public, it may no longer be considered luxury.

The age of hyper-exclusivity has dawned, and luxury auto brands are showing us exactly what it looks like.

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[No, you’re not wrong: it is the same Binghatti working with Jacob&Co, as well as Bugatti on their own branded skyscrapers, all in Dubai.]

The world of architecture is a-buzz. Experts are debating its accessibility, aesthetics, and sustainability. First are the sceptics pointing at the real estate crisis in certain countries and wondering how easily the opulent apartments will sell out. These are followed by the purists questioning how seamlessly this gargantuan tower will blend with the existing urban landscape. Then there are the environmentalists whose questions about the environmental impact of yet another resource-consuming structure appear to be the most valid.

Finally, there’s the rest of us, the non-technical ‘inquisitors’ whose only question is why? Why are luxury auto behemoths like Mercedes-Benz suddenly raising skyscrapers and funding other real estate projects?

A little travel back in time

2020 will be the year to remember for a long time for different reasons, chief among them being the changes it forced global and local businesses to make. Almost all faced two choices – adapt or perish, and even the most traditional brands saw themselves embracing unplanned transformations.

This meant, among other things, exploring new channels of communication and commerce, adopting innovative work methods, and venturing into untapped niches destined to withstand the test of time.

It is perhaps why brands like Ferrari have been relentless in their pursuit to become full-fledged lifestyle brands or others like Aston Martin are steadily diversifying into the ever-profitable world of real estate.

Newer models offer an important lesson

2022 was a fantastic year for luxury brands, including those in the automobile business.

For example, Rolls Royce announced that it had sold its highest amount of cars ever – 6021 to be exact over 12 months. But its figures were nothing compared to Bentley which sold over 15,000 vehicles in the same period. At Porsche, it was even more impressive: 95,604 customers received their Cayennes, while 86,724 Macans were safely delivered to their owners.

One salient factor underscoring this unprecedented success was the rise of the true luxury SUV: for Rolls Royce, it was the Cullinan that brought in the most sales, while at Lamborghini, the Urus was its sales booster. As stated above, Prosche’s Cayenne probably sold the most units and although Ferrari’s Purosangue debuted later in 2022, the reception it got is a pointer to how it would have fared if it had dropped earlier.

Against this backdrop, it quickly became clear that giving customers precisely what they need, in a way that fulfils their desires and cravings is what brands must do to secure the coveted unforgettable spot in their minds.

Pivoting for success?

So it comes as no surprise that Mercedes Benz and other luxury auto brands have chosen to slap their names and logos on skyscrapers and other real estate projects in select locations. If consumers want properties that reflect the elements they love in their cars, then it only makes sense for the brands to give them what they want, right?

However, it appears it is not as simple as that.

Skyscrapers might reflect a country’s wealth and its architectural prowess, but they are expensive to build and maintain. Add to this an increasing demand to be mindful of their carbon footprint, and it is getting harder for construction companies to justify building one today. For continents like Asia with the highest number of such buildings, the government could provide financing or support, making it cheaper to take on such a project. But even that has now become scarce, and the companies who want to add skyscrapers to their portfolio today may have to self-fund or source for funds privately.

And who else again would have the huge funds required for these high-rises but luxury auto firms with fat accounts from record sales in the last 3 years?

They may be in decline now, but that does not make skyscrapers any less cheap. It also does not mean they are no longer in demand from the very demographic that luxury auto brands are also trying to target. Which is why they are a fantastic investment option: working with established real estate companies allows car maisons to take a cautious dip into the market with as little risk to themselves as possible.

Today, Mercedes Benz has joined Bugatti, Bentley, Lamborghini and Aston Martin in the skyscraper standoff. More may join tomorrow. Or not. Whatever the future brings, however, it looks like luxury auto brands are hedging their bets, and for now, in real estate.

The post Accelerating Success: Why Mercedes Benz and Other Luxury Auto Brands Are Building Skyscrapers first appeared on Aspire Luxury Magazine.

The post Accelerating Success: Why Mercedes Benz and Other Luxury Auto Brands Are Building Skyscrapers appeared first on Aspire Luxury Magazine.

May 2022 grant us all the best of life and its blessings!

You might be right to say that it’s too late in the year for new year greetings, but then again…just one more from a brand you love should not be too much, right?

2021 was definitely an interesting year! We all went into it with boundless expectations and tonnes of enthusiasm. Maybe it was because we were all grateful to be alive having escaped mortality from Covid 19, or was it because we all had a renewed awareness of what was truly important in life and therefore had more zeal for life and living?

Whatever it was for you, it was especially interesting for us at ASPIRE. We worked with great brands who were all committed to delivering the best customer experiences while the luxury industry in Africa and across the world began to pick up with amazing campaigns, and as always we featured some pretty cool people from all walks of life.

Opening up our top stories for 2021 was one of the brands that made our list of beautiful, thoughtful gifts for Valentine’s – The Orishiriri Cookbook by Tola Akerele, a rich compilation of Nigerian dishes and recipes that is a sure lifesaver on days when you are not sure of what to prepare.

We followed this special feature with the ASPIRE Ones to Watch for the year. We don’t believe you missed it, but in case you did, just click on the link to find out who made the cut.

PS: We are planning something extra special for Valentine’s this year, so make sure you’re subscribed to our newsletter and are following our social media handles to be in the loop!

March

Next up was our compilation of 12 Dubai attractions that were slated to launch last year. Still undecided on where to vacation with the family this year? The article may provide useful recommendations.

April

Counterfeiting of luxury goods has always been a problem, which is why the news that LVMH, Cartier and Prada had joined forces on Blockchain to fight this practice was another top story for 2021.

And days later, we published our first book review of the year. The book in question? Bringing up Race by Uju Asika.

June

Our top story for June was Bentley’s announcement that it had teamed up with Lifescore to introduce an adaptive music feature in its electric vehicles. The first Bentley EV is scheduled to come out in 2025, and if you’ve ever wanted to own one, now is a good time to start working towards it.

July

Nigerian-born Bunmi Agusto had her first solo exhibition in July, and we had a sit-down with her to discuss her journey into the world of art as well as the exhibition.

September

September’s top stories started with an expose on Winston leather, a Nigerian leather and fashion accessories brand that has its eyes on global domination.

It was followed by the findings of a luxury investment report from Knight Frank on the most valuable alternative luxury assets for the year (Hint: it isn’t what you think!) and ended with Veuve Cliquot’s Bold Conversations that held for the first time in Lagos. Although the discussions centred around the female gender, the lessons gleaned are useful for anyone navigating the corporate world today.

October

Another of our art exhibition spotlights, Framing Her exhibition by GAIA Africa in partnership with Aworanka made its debut.  We also reported on a new type of luxury vacation, one that combines education with adventure.

October was also the month that saw our Editor in Chief, Bella Ikeme, make the Most Influential People of Africa MIPAD Global Top 100 Under 40 class of 2021 list. The honour was in recognition of all her work with ASPIRE to promote African and African inspired brands within continent and around the world. We invite you to go back to the article to read all about it.

November

November’s first top story was our review on the Beauty West Africa exhibition, an event that unites beauty brands from all over the African continent and the world in one space.

Sadly, we lost legendary fashion designer and polymath, Virgil Abloh, this month. One of his last known collaborations, Project MAYBACH with Mercedes Benz, was our second top story for November.

December

Closing our top stories for 2021 rather nicely was the Patek Phillipe Nautilus Ref 5711 for Tiffany&Co. Wonder what is so special about this unique, ultra-limited-edition timepiece? For the last time, we invite you to click on the link in case you missed the story.

So you see, we had some really good times and brought you some really great content.

On behalf of ASPIRE, I would like to say a big THANK YOU! to our team, content creators and contributors, partners and collaborators, clients and YOU!

We appreciate your continued interest in all that we have to offer, and for finding our content valuable and relevant. We have so much more planned for you all in 2022…we are going to make some magic!

ASPIRE is fired up to feature even more amazing content, organise thought-provoking industry events, and bring you insights and stories from all the people and luxury brands that you know and those that you should!

Have a great 2022!

xoxo

Bella Ikeme

Editor in Chief

ASPIRE Luxury Magazine 

The post From the Editor: The Best of ASPIRE in 2021 first appeared on Aspire Luxury Magazine.

The post From the Editor: The Best of ASPIRE in 2021 appeared first on Aspire Luxury Magazine.

Project Maybach was Abloh’s last collaboration with the auto brand, and together with its chief design officer, Gorden Wagener, it was designed to push “the boundaries of function, style, and collaborative creativity.”

One of the things Virgil was famous for was his (sometimes controversial) three per cent rule: however, for Project MAYBACH, the true extent of his versatility as a designer comes to the fore – every aspect of the re-imagined Maybach was built from the scratch. Together with Wagener, Abloh interpreted the model’s luxury identity with a new design language that is nothing like Mercedes-Benz has ever done.

Inspired by the great outdoors and recontextualizing a traditionally urban brand within a distinctly off-road environment, Virgil and Gorden, free from production requirements, conceptualised what the future of electric travel might look like. Project MAYBACH is a 2-seater electric vehicle that incorporates solar cells to increase its imagined range.

The concept auto itself is breathtakingly huge: it is nearly 6 meters (20 feet) in length. It also harmoniously combines authentic Mercedes-Maybach design elements with a new outdoor adventure design motif that includes large off-road wheels, a see-through hood, and distinctive attachments. Its two-tone exterior blends effortlessly with its similarly two-tone, earthy interior which looks utilitarian and chic at the same time.

Speaking to Financial Times of the idea behind the design, Abloh explained, “Instead of focusing on the city side of cars – as that is what we know – we asked what this historic vehicle could look like if it takes us to the 50 per cent who live in the countryside? Ideas of space, air, natural light and using a car to explore – that became our north star.” Wagener added, “It looks like a capable off-road vehicle, but different to what you have seen. You can buy an SUV from every brand, so this had to be surprising, shocking even, with its exaggerated design, proportions and message.”

Project MAYBACH is meant to serve as an inspiration for a limited-edition Mercedes-Maybach S-Class planned to be released in 2022. Virgil Abloh may be gone, but his designs, creations and ideas will live on for a very long time.

The post Mercedes Benz Unveils Project MAYBACH designed in Collaboration with Virgil Abloh first appeared on Aspire Luxury Magazine.

The post Mercedes Benz Unveils Project MAYBACH designed in Collaboration with Virgil Abloh appeared first on Aspire Luxury Magazine.

Project Geländewagen retains the G‑Class’s iconic boxy form but is lower and wider to give it a more sporty look.

The exterior was painted white and sanded by hand to emphasis its monolithic shape. Other adaptations to the traditional design include the removal of indicators, outside mirrors and bumper bar.

“With Project Geländewagen we create a unique artwork that showcases future interpretations of luxury and the desire for beauty and the extraordinary,” said Wagener. “The result is something between reality and future.”

As owners of a G-Class car themselves, Abloh and Wagener used their personal experience when considering how Mercedes-Benz designs could be seen in a new light. Their aim was to drive luxury away from a polished and flawless aesthetic, and in its place, create something that was more raw and natural.

“One of the key points that we wanted to come across in the final product is the idea of being handmade and human-touched. You see this most in the finish of the car – it’s not a glossy, dark paint finish. This is intentional and something that was really important to the both of us,” says Abloh in an interview.

The exterior of the car arrives in a clean white to emphasize its silhouette, all the while laying its construction methods bare and celebrating the handcrafted imperfections that make it unique. Its paintwork has been partially sanded by hand to create a sense of simplicity.

The indicators, outside mirrors and bumper bar have all been removed and the body of the car has been both widened and lowered. The distinct personality of the classic car remains intact, however, and an exaggeration of the tires and spare wheel exude its renowned charisma.

“One of my personal rules — or ‘cheat notes’ as I like to call them — is the rule of three,” Abloh says when discussing what collaboration means to him. “To me, an existing object needs to be altered by only 3% to become something new, to evoke a new or different emotion, to be perceived differently by the world. I carry this with me in everything I do.”

Speaking about the collaboration, Wagener explained why Abloh was the ideal partner for Mercedes-Benz, “Like Virgil, Mercedes-Benz has the courage to be disruptive. The objective of ‘Project Geländewagen’ was to look at Mercedes-Benz design with a new perspective and create something unique that represents the future of luxury.”

There will just be one version of this collaboration. A one of a kind home-scale replica of the artwork, however, will be auctioned off following the launch, with proceeds being donated to an undisclosed charity that supports young artists. The winner of the model auction will also receive exclusive access to the co-creators, digging deeper into the model’s ideation and creation.

Source: Hypebeast

The post Virgil Abloh Designs Race-Car Version of Mercedes‑Benz G‑Class first appeared on Aspire Luxury Magazine.

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Speaking on the interior, Hartmut Sinkwitz, Head of Interior Design at Mercedes Benz said, “Our S-Class customers are highly discerning. With the new S-Class, we invite them into a completely new luxury experience. It is underscored by our ‘Sensual Purity’ design philosophy and our absolute commitment to quality and attention to detail. The result is a revolutionary interior experience caught between digital and analogue luxury.”

The luxurious interior, which is now detailed in full on the marque’s website, promises more space, greater comfort and a good dose of practicality. In true Mercedes fashion, it looks good, too. The automaker has created a “lounge-type” ambience by contrasting soft leathers—quilted and perforated, of course—with hard materials, like high-quality wood veneer. This is further enhanced by active ambient lighting and soundscapes that change depending on your mood. Simply say, “Hey Mercedes, I am stressed,” for example, and the car will automatically trigger the “Joy” program to lift your spirits.

The marque has also stretched the wheelbase to give greater legroom and added more acoustic foam to ensure the cabin is whisper quiet. The seats have been redesigned for greater support and are paired with a special ‘ENERGIZING Seat Kinetics’ system that allows you to make minute adjustments to increase comfort and improve posture. On top of that, the cushions are heated and can even give you a massage if you so desire.

In addition, the ENERGIZING COACH, which is available with the optional Warmth & Comfort package, can suggest an appropriate fitness or wellness program based on vehicle and trip data. It is also able to factor in information about sleep quality and stress level into its intelligent algorithm if the driver has a compatible smartphone or fitness bracelet. Basically, the car targets numerous senses at once to help you feel more alert, refreshed or both.

The cabin even has its own signature scent, because, why not? The car’s nifty filtering system uses activated carbon and an ionizer to provide the best air quality, before infusing the space with a special S-Class fragrance.

The cabin’s layout can also be customized depending on what the diver wants. There’s a fancy four-seat configuration that offers more space or a more practical five-seat version that’s great for families. Buyers will also get to choose between a “business centre console” or a folding centre armrest.

For more information about the S-Class Cabin, read the full review here.

Source: Robb Report

The post Mercedes Benz Infuses Luxury with Wellness in its Newest S-Class first appeared on Aspire Luxury Magazine.

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