Mercedes - Alexander McQueen

Gloss Creative

Mercedes | Alexander McQueen

Objective: A Fusion of Fashion, Art, and Innovation

At Exotic Graphix, we thrive on pushing creative boundaries, and this project was no exception. Partnering with Gloss Creative, we were entrusted with an extraordinary challenge—transforming a Mercedes-Benz EQS 53 into a rolling masterpiece inspired by the iconic designs of Alexander McQueen.

Commissioned by Mercedes-Benz Australia in collaboration with the National Gallery of Victoria (NGV), this project was more than just a vehicle wrap—it was a statement piece, embodying McQueen’s fearless design ethos and the cutting-edge elegance of Mercedes-Benz.

Design Phase: Translating McQueen’s Legacy Onto a Moving Canvas

The design brief was clear yet ambitious: cloak the EQS 53 in Alexander McQueen’s signature tartan pattern while ensuring the wrap complemented the car’s sleek and futuristic form. It was an exciting challenge—merging the intricate world of high fashion with precision automotive graphics.

Our approach had to honour McQueen’s avant-garde aesthetic, balancing artistic integrity with technical execution. The wrap needed to be bold, seamless, and luxurious—just like McQueen’s couture pieces—while maintaining the aerodynamic sophistication of the EQS 53

With only a reference guide for the tartan pattern, our team embarked on an intricate design and fabrication process, requiring both innovative digital techniques and hands-on craftsmanship. The process unfolded in several key stages:

Digital Reconstruction of the McQueen Tartan
Since the pattern wasn’t readily available as a vehicle wrap template, we meticulously recreated the design digitally, ensuring the tartan’s proportions and colors remained true to McQueen’s vision.
Custom Vehicle Mapping & Panel Alignment
Wrapping a car isn’t as simple as printing a pattern and applying it like wallpaper. Every curve, seam, and panel transition had to be accounted for. Using a mix of photographic mapping and traditional precision measuring, we carefully adjusted the design to flow seamlessly across the EQS 53’s contours.
Strategic Layout & Application Planning
The unique shape of the Mercedes-Benz EQS 53 added an additional layer of complexity. The tartan had to be strategically placed to maintain visual symmetry and avoid distortions. Each section of the wrap was carefully plotted, ensuring perfect alignment across multiple panels.
Expert Application & Finishing Touches
With the design perfected, our skilled wrap specialists meticulously applied the graphics, ensuring a flawless finish. The result was stunning, capturing both McQueen’s rebellious spirit and the luxury craftsmanship of Mercedes-Benz.

A Grand Unveiling at the NGV Gala

The completed vehicle made its grand debut at the National Gallery of Victoria’s 2022 Gala Dinner, serving as a breathtaking focal point. Parked in front of the NGV, the tartan-wrapped EQS 53 turned heads, embodying the fusion of high fashion, cutting-edge automotive design, and artistic innovation.

The project was more than just a visual spectacle—it was a celebration of creativity, collaboration, and craftsmanship. Seeing the Alexander McQueen tartan glide effortlessly across the EQS 53 was a testament to the power of design and the seamless integration of two seemingly different worlds.

Gloss Creative