Mercedes-Benz and Japanese artist VERDY presented the 'VERDY meets Mercedes-Benz STUDIO TOKYO' project, which placed the characters VICK and VISTY across apparel, objects, artwork, and two full-size automobiles, featuring original camouflage treatments by VERDY. The project launched on September 12 at Mercedes-Benz STUDIO TOKYO and paired VICK with the next-generation CLA and VISTY with the G-Class.
A compact merchandise capsule anchored the exhibition: two T-shirt designs and a keyring. The VICK x G-Class T-shirt came in ten colorways, including Black/Blue, White/Green, White/Blue, White/Yellow, and White/Orange, while a white-and-black VERDY x Mercedes-Benz T-shirt offered a more restrained option. A separate VICK x G-Class artwork directly linked the character universe to Mercedes-Benz design heritage.
As automakers increasingly turn to character-driven collaborations to reach culture-forward audiences, the exhibition format let visitors experience the graphics at scale across objects rather than as a single product, applying playful, collectible-ready layers to production vehicles without compromising each car's identity.
Image Credit: Mercedes-Benz
Key Themes Behind This Trend
- Character-wrapped Vehicles
- Automotive brands are using recognizable character IP to transform vehicles into culture-led collectibles with crossover appeal beyond traditional car marketing.
- Experiential Merch Capsules
- Limited apparel, accessories, and artwork tied to physical exhibitions create layered brand ecosystems where fans can engage with a collaboration at multiple price points.
- Artist-led Auto Design
- Contemporary artists are reshaping luxury vehicle storytelling by applying visual languages that connect high-end engineering with street culture and fandom.
Where This Applies
- Automotive
- Carmakers have room to expand lifestyle-driven collaborations that make production models more emotionally resonant for younger, design-conscious audiences.
- Fashion
- Streetwear and apparel labels can benefit from automotive partnerships that turn vehicle graphics into wearable collectibles and limited-edition merchandise.
- Art and Collectibles
- Character-based artwork connected to premium mobility brands strengthens the market for hybrid collectible formats spanning physical objects, vehicles, and branded spaces.
