In collaboration with the Mercedes Advanced Design Team, during the second term of pursuing a Master's degree at Hochschule Pforzheim, the student from Pforzheim embarked on a captivating project. The essence of the project revolved around the theme of 'Iconic Luxury,' a journey that propelled Mercedes-Benz's illustrious history into the realms of the future.
Before starting the project, the design student noticed something important: many rich young people like to show off their stuff on Instagram. This got the designer thinking because it reminded him of when they used to collect special sneakers. He realized that showing off things is a way for people to express themselves. So, he decided to use this idea as a big part of their project.
The 'Gallery' Experience
The core idea of this concept is the 'Gallery,' inspired by the interior design of the Mercedes G Class. The goal is to let owners personalize their vehicles with their prized collections, blurring the lines between private ownership and public appreciation. Think of a car interior turning into a canvas, where owners proudly display their treasures, like a mobile museum. Imagine stepping into a car and seeing carefully chosen art, collectables, or memorabilia on display. Each item reflects the owner's tastes and experiences. The Gallery space in the car seamlessly integrates these treasures, letting owners express themselves uniquely.

A key feature of the Gallery concept is its flexibility. Owners can customize the space to display fine art, vintage items, sports memorabilia, or anything else they cherish. The vehicle's interior design is engineered to showcase these collections effectively. Moreover, the Gallery concept blurs the line between private and public. While the car is still private, the curated display inside invites admiration from onlookers. It turns the vehicle into a moving artwork, sparking conversations wherever it goes.
Beyond looks, the Gallery concept encourages collaboration and engagement. Imagine partnerships with artists or cultural institutions, allowing owners to rotate their collections or even collaborate on exhibitions. This adds excitement to driving and fosters connections among enthusiasts.
Design Elements: Merging Form and Function
Following Mercedes' design principles, the interior layout strikes a balance between youthful vibrancy and practicality. Taking cues from pop-up stores and skateboard parks, the atmosphere emanates a sense of lively dynamism. The incorporation of details, like the coffer watch winder, seamlessly merges protective functionality with aesthetic allure.


In line with Mercedes' design philosophy, the interior arrangement harmonizes youthful energy with functionality. Inspired by the spontaneity of pop-up shops and the fluidity of skateboard parks, the space exudes a vibrant and dynamic ambience. Delicate touches, such as the inclusion of a coffer watch winder, demonstrate a fusion of practicality and visual sophistication.
Key Features Unveiled
- Collection Board: An innovative centrepiece comprising a main cylinder and four medium-sized spheres, allowing owners to curate their displays freely. Its translucent nature offers control over visibility, enriching the unboxing experience.
- Dedicated Baggage Area: Nestled beneath the centre console, this space ensures the safekeeping and elegant presentation of luxury bags.
- Interactive Dashboard: Marked by simplicity and iconicity, the dashboard incorporates three pop-up watch cases, offering both storage and selection versatility.


- Dynamic Color Palette: Embracing magenta as the primary hue, a modern nod to Mercedes' iconic red, infuses the space with youthful vigour.
- Adaptive Features: From a foldable steering wheel, signalling non-driving moments, to rotatable seats for optimal viewing of the collection board, every element caters to the owner's evolving needs.
Redefining Boundaries: Private Galleries and Public Displays
The vehicle's interior is cleverly divided into private and shared areas, giving owners the freedom to showcase their collections while also offering a space for public display in the rear trunk. This smart design reflects Mercedes-Benz's commitment to pushing boundaries and embracing inclusivity. In the private sections of the vehicle, owners can create their personalized galleries, showcasing their favourite items like artwork or memorabilia. This area is a special place where owners can express themselves and truly make the vehicle their own.

On the other hand, the rear trunk becomes a public showcase, allowing owners to share their collections with others. This creates a blend of private ownership and public admiration, turning the vehicle into a moving exhibition that sparks interest wherever it goes. This innovative approach not only enhances the owner's driving experience but also fosters a sense of community. By providing spaces for both personal expression and public engagement, Mercedes-Benz shows its dedication to innovation and inclusivity, cementing its role as a leader in the automotive industry.
Conclusion
When imagining a future where Mercedes-Benz appeals more deeply to younger audiences, the idea of user-centric customizations arises as a pathway to unforgettable luxury experiences. With this innovative strategy, Mercedes-Benz doesn't just draw in but truly captivates the hearts of the next generation of enthusiasts.

About Designer
Kyunghyun Kim, a 27-year-old transportation design student, recently completed his second semester of the Master's course at Pforzheim University in March 2024. During his studies, he participated in projects sponsored by both Kia and Mercedes-Benz. Throughout these experiences, he demonstrated a strong storytelling ability, rooted in deep user insights and trend research. He not only excelled in explaining conceptual stories but also showcased great skill in translating ideas into visually appealing results through sketching, 3D renderings, and animation.
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