Mercedes Benz Principal Sponsor Of Exhibition 'Giorgio Armani'

  • Unique Exhibition of Legendary Fashion Designer

  • Common Passion for Design and Style

London - After its successful presentation in New York and Bilbao, the exhibition "Giorgio Armani" organised by the Solomon R. Guggenheim Foundation will be opening its doors on October 16th, 2003, in the Royal Academy in London with the support of Mercedes Benz as the principal sponsor.

The Exhibition in the British capital will mark the beginning of the Mercedes Benz sponsorship. Following the presentation in London, three other cities will host the exhibition: Rome, Tokyo, and Las Vegas.

"Giorgio Armani is regarded as one of the most important designers of the 20th century and today is still one of the most successful designers in the world of fashion. This unique exhibition underlines the cultural and societal influence of nearly three decades of his work. The legendary fashion-creator with his contemporary design and distinctive style has a great deal in common with our Mercedes Benz design philosophy," explains Dr Joachim Schmidt, Executive Vice President, Mercedes Car Group. "It is a great pleasure for us to be able to support such an exhibition of someone who shares our passion for design and style."

"Giorgio Armani is one of the most important and influential designers of the 20th Century and his designs continue to inspire and provoke into the 21st Century. We at Mercedes Benz are delighted to be able to continue our support for fashion, style and design by bringing this exhibition to London," said Geoff Day, Communications Director, DaimlerChrysler UK Ltd. "There is incredible synergy between the Mercedes Benz and Armani brands. Both push the boundaries of style and design in their respective fields."

Design and style play a central part for Mercedes Benz and is one of the most important success factors for the brand. Every Mercedes Benz is characterised by its individual high-quality design, which reflects more than one hundred years of brand history. The design of a new Mercedes Benz model embodies attributes such as dynamics, emotion, innovation, and quality, all at the same time. It is just these features which characterise the creations of Giorgio Armani.

Whether on the catwalk, in architecture, or on the road - the momentum of the present is everywhere, the influence of society makes itself noticeable. The attitude of society and the needs of each individual surface here, are absorbed by creative designers and flow into form and style. It is not just by chance that there is an increasing crossover between the worlds of design and style. Cars and clothing are our daily companions and - each in its own way - emphasise the individuality of their owner.

With the support for the exhibition "Giorgio Armani", Mercedes Benz is continuing its communication in the world of fashion. In addition to the successful title sponsoring of the Mercedes Benz Fashion Week in New York, the fashion events in Los Angeles, Canada, Hong Kong, Mexico, Singapore, Venezuela, and Australia clearly show that the Mercedes Benz fashion commitment takes place at an international level.

Published 17 June 2003 Melanie Carter
 

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