Dr Joachim Schmidt, Executive Vice President, Mercedes Car Group, explains the company’s reason for sponsoring the exhibition tour about Giorgio Armani by noting: "The design characteristics of Giorgio Armani's creations such as timeless elegance, effortless grace, high quality and fresh, modern sensibility, are all attributes that Mercedes Benz has admired and embraced for over 100 years. We are very proud to be able to support the exhibition of such a legendary designer as Giorgio Armani who also shares our passion for 'Design & Style'."
This common appreciation for design and style was documented for the first time when a Mercedes Benz SL and Giorgio Armani garments were paired in the movie "American Gigolo" with Richard Gere as the main character and today it serves as a basis for further projects. Following their common passion Mercedes Benz and Giorgio Armani announced their joint cooperative venture at the end of September in Milan and presented the first joint project, the Mercedes Benz CLK Giorgio Armani Design Car.
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