Mercedes Taps Warhol Art to Draw Celebs

Artwork Andy Warhol did for Mercedes-Benz gives intern Julie Gerstmann goose bumps "this big."

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The German carmaker kicked off a month-long exhibit of Andy Warhol originals at Downtown Manhattan’s Drive In Studios with a bash that attracted fashion, movie and television celebrities along with enough security to lock down Fort Knox.

Seventeen brilliantly colorful silkscreen acrylics on canvas show Warhol’s take on Mercedes-Benz models ranging from the very first automobile, the 1886 Patent Motorwagen, to the experimental 1969 C111 model.

Mercedes-Benz commissioned the prints to commemorate the 100th anniversary of the company’s first car, in 1986. Warhol was supposed to create 80 works, but he completed fewer than half before he died in 1987. This is only the second time they have returned to the United States from Mercedes-Benz headquarters in Stuttgart, Germany.

It was a bit of a toss-up as to which was more striking: the hot pinks and yellows, day-glow greens and electric blues of the artwork, or the crowd of journalists, celebrities, celebrity-journalists and journalist-celebrities. Backless gowns mingled with Scottish kilts (it was Tartan Week in New York City, a celebration of Scottish heritage in America), and conservative coifs contrasted with Mohawk hairdos during the event held on April 3, the night before press days began for the New York Auto Show.

Chloë Sevigny

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“There goes Wife No. 2!” was a comment that followed actress and event “co-hostess” Chloë Sevigny around the room. Sevigny plays one of the wives in a polygamous clan on the HBO show “Big Love.”

In a quick interview, Sevigny said she attended the party as part of an ongoing endorsement relationship she has with Mercedes-Benz USA, including appearances for breast-cancer charity Key to the Cure. “It’s a great brand, and they’ve been good to work with, and I live in New York,” Sevigny said.

The exhibit at Drive In Studios, 443 West 18th Street, is open to the public through May 6, but for security reasons only two of the 17 originals shown at the party will be on display.

“I have worked with the DaimlerChrysler art collection and have seen so many prints and different renderings of these paintings, but when I saw them in person here, I got goose bumps this high,” said Julie Gerstmann, a Mercedes-Benz intern temporarily assigned to U.S. headquarters in Montvale, N.J.

“You have to admit, this is pretty exciting,” said another guest.

Mercedes-Benz called the reception “Famous Cars + Famous People.” Besides the famous folks in attendance, Mercedes-Benz had a running slideshow of a wide range of celebrities, from Sophia Loren to Eddie Murphy, photographed with their Mercedes-Benz cars.

There were a couple of actual cars there, like the new CLK63 AMG Black Series — essentially, a street-legal race car — which was shown at the New York Auto Show the following morning; plus a classic racer, a 1955 W196 Streamliner model.

The work Mercedes-Benz commissioned was among the last Andy Warhol ever produced.

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“This is the third year in a row we’ve done something the night before the show to attract a bunch of journalists that are probably not going to the auto show,” said Mercedes-Benz spokesman Joe Richardson. “The idea is to get some celebrities to come by, to show the lifestyle, show the brand and how the brand fits the lifestyle — you throw Andy Warhol in there, and you’ve really got something.”

Based on the turnout, including movie stars Freddy Rodriguez and Jenna Malone, as well as the enthusiastic but not rowdy crowd, Mercedes-Benz succeeded. The celebs seemed to enjoy each other’s company and didn’t seem to mind having their pictures taken hundreds of times by more than a dozen photographers. They appeared to stay longer than necessary, assuming that’s a valid indication that they were enjoying themselves.

The party may even have helped sell some cars. “My boyfriend is shopping for a V12 Mercedes; it’s the first car we’ve ever bought!” said Richie Rich, whose name is often preceded by “infamous club kid.” His latest incarnation is that he is half of the “trash-and-flash” clothing designer-duo Heatherette, along with Traver Rains.

Unfortunately for Mercedes-Benz, Rich couldn’t come up with the name of the car his boyfriend is shopping for. He was pretty sure it was a sedan, and he was absolutely sure it was a 12-cylinder.

Slideshow: Mercedes-Benz Taps Warhol Art to Draw Celebs