Under strict secrecy, "The Flip", an automotive masterpiece with an expressive design and a far-reaching message has been created. The one-off vehicle, named WILL.I.AMG, is a visible symbol of the goals of Mercedes-AMG and will.i.am to boldly drive forward new ideas and dare to do the impossible.
I grew up in a ghetto. I grew up with hip hop. I watched legendary hip hop artist rap about Mercedes, so it was always a dream to own a Mercedes. For a lot of inner-city kids, owning a Mercedes is a symbol of progress and advancing out of struggle," explains will.i.am. "Now I’ve reached my goal and pushed even higher by re-imagining and creating my own vision of an AMG model. But I didn't touch the engine, because AMG really does make the best engines. The story of the founders of AMG truly inspires me and it is energizing to collaborate with like-minded people who also seek continuous improvement.
As a wide-eyed kid, will.i.am saw Mercedes through dream-tinted spectacles separate from his lived experience. To him, owning a Mercedes was the ultimate signifier that you had made it. Today, as a collaborator with Mercedes-AMG, he is exceeding his dreams.
Since mid-2021, will.i.am has partnered with Mercedes-AMG on a series of creative projects including the GT 4-Door Hybrid campaign and AMG Uncovered, but this new direction is much more than a partnership; it is a meeting of creative minds. will.i.am doesn’t only contribute his genius to our content and campaigns but is partnering with Mercedes-AMG as a company, collaborating on many forward-thinking and innovative projects.
The partnership between Mercedes-AMG and will.i.am reaches a new level: Under strict secrecy, "The Flip", an automotive masterpiece with an expressive design and a far-reaching message has been created. The one-off vehicle, named WILL.I.AMG, is a visible symbol of the goals of Mercedes-AMG and will.i.am to boldly drive forward new ideas, push boundaries and dare to do the impossible. In their sixth project together, will.i.am teamed up again with West Coast Customs to execute his fearless vision for “The Flip.”
will.i.am’s creation, the WILL.I.AMG, is in essence a Mercedes-AMG GT 63 S inspired by his two favorite models: the Mercedes-AMG SLS and the Mercedes-Benz G-Class. But more than that, it is innovation in movement, innovation for purpose, innovation to bring tomorrow to today. Bold and brave ideas clash to unlock innovation and support the next generation of dreamers.
It also sets an example for the future: the mission of this joint project "The Flip – Innovation for Purpose" is to give more students from disadvantaged communities access to STEAM (science, technology, engineering, arts and math) education in order to be equipped with the skills required for future-focused jobs and to invent new technologies.
THE FLIP
WILL.I.AMG
Straight from the imagination of will.i.am, Mercedes-AMG and the artist have created a completely unique one-off art car blending and remixing three iconic Mercedes-AMG models: The AMG GT 4-Door, The G-Class, and SLS. Presenting the WILL.I.AMG.
"I imagined and now created my own vision of an AMG. I haven't touched the engine because AMG makes the best engines. The story of the founders of AMG inspired me. I like people who always want to improve something."
Premiering on May 5 during the Formula 1™ Grand Prix USA in Miami, Florida, this extraordinarily innovative car is based on the new Mercedes-AMG GT 63 S. While featuring a front end borrowed from the G-Class, the four-door coupé is turned into a two-door sports car retaining its standout long bonnet reminiscent of the legendary SLS gullwing. At its heart, this is an AMG through and through. The interior and engine remain untouched to keep the Mercedes-AMG spirit of performance and luxury.
DOCUMENTARY
DRIVE
For this special project, will.i.am and his team have created an accompanying documentary series entitled “DRIVE”, that dives into the ideas and process behind the creation of the car. The documentary will be presented online as well as at the Cannes Film Festival 2022.
MERCH
THE BEAR ROARS
Inspired by the interior of the Mercedes star logo, will.i.am created a bear-like face logo, which has been dubbed “BEAR WITNESS.” This logo is also the focal point of the BEAR WITNESS collection that features limited-edition apparel and accessories available at the Mercedes-AMG Experience Center and online.
The BEAR WITNESS collection Drop 1 – Limited Edition will have its public drop at May 6, 2022, 12 noon Eastern / 6:00PM Central European time. A portion of the proceeds will go to support the i.am/Angel Foundation.
Tap here to get access to the BEAR WITNESS Collection: https://will.i.am
