This Tiny Caribbean Island Was Beloved By ’80s Musicians. Now It’s Ready For A Comeback.
Mick Jagger, Stevie Wonder and Elton John all flocked to idyllic Montserrat to relax and record albums.
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The Caribbean island of Montserrat was a jet set getaway in the 1980s after music producer (and so-called ‘fifth Beatle’) Sir George Martin opened a recording studio there, AIR. The appeal of working with his team—and spending a few weeks or even months recording in a tropical paradise, too—was so compelling that the world’s most famous rockstars flocked there: Mick Jagger, Elton John, Stevie Wonder, and Paul McCartney all laid down tracks in Montserrat. The party ended abruptly when twin disasters struck the island, catastrophes from which it’s only just starting to recover. More than 25 years later, though, Montserrat is ready for a comeback.
Ebony and Ivory, Paul McCartney and Stevie Wonder Tug of War (1982)
When one of the Beatles arrived on the Caribbean island of Montserrat in 1981, he was mindful of security. Obviously—he was a Beatle. “Paul McCartney had bodyguards with cutlasses,” recalls local Cecil Wade, who now works as a guide and driver. “But he ended up giving them the money to go off somewhere else and just said, ‘Go ahead, enjoy yourselves.’ ” McCartney himself clearly planned to do much the same, installing his young family in a villa for several months while he worked; old pal Ringo Starr dropped in, making cameos in the home movies McCartney’s entourage shot then. His family, including daughter Stella, barely 10 then, frolic by the pool playing ping-pong, lark around on the balcony that overhangs it, and sit on the top of a cliff amid lush greenery.
The current owner of that villa, Providence Estate House, proudly points to one corner of the living room, which he has painstakingly renovated. Tony Glaser, an expat Briton who used to teach at the local university, notes there was once a piano where the bookcase sits. He indicates a framed colour photograph hanging on a nearby wall: McCartney and Stevie Wonder at that keyboard on the momentous visit when they recorded “Ebony and Ivory.”
McCartney came to Montserrat at the invitation of George Martin, the aristocratic, low-key producer nicknamed the Fifth Beatle. Martin had chanced upon the island in the late 1970s, when he was casting around for somewhere balmy to build another site for his studios, AIR. “George saw life in segments,” recalls David Lea, an expat American who knew the producer well and has lived here for decades. “First there was Abbey Road and the Beatles. Then AIR. Paul only came because of him.”
Give Me the Reason, Luther Vandross Give Me the Reason (1986)
McCartney wasn’t the only one. Name a chart-topping act, or an album, from the 1980s, and AIR Studios Montserrat will likely be part of the story: Elton John, Duran Duran, the Rolling Stones, Stevie Wonder, Earth Wind & Fire, James Taylor, Jimmy Buffett, Eurythmics, Boy George, and Sting all spent extended periods here. Martin, who died in 2016 at the age of 90, opened his state-of-the-art AIR Montserrat in 1979. He also bought a nearby home, Olveston House; it’s now run as a B&B and restaurant. For the studio, Martin converted an old water-storage facility on a hill into a place that the world’s premier rock stars would crave to come. It was named AIR, so the story went, as the recording room was built on ball bearings so it would float even when the supposedly dormant volcano that dominated Montserrat’s skyline would rumble, but, in fact, it’s an acronym for Associated Independent Recording.
There were guest rooms on-site where artists could stay, and a pool, too. Notoriously, many would use the roof as a diving platform, jumping off the top of the building into the deep end. “The real reason their albums turned out so good was that the studio had a pool,” recalls Danny Sweeney, a charmingly roguish surfing instructor who taught many musicians how to catch a wave. “It was a working vacation.”
The good times were not to last, as the rockstar playground of Montserrat was destroyed—not by fire and brimstone, but first by drenching rains, then by molten lava. Now, a quarter century after those twin catastrophes, the Caribbean island is making a comeback. This time, there’s no impresario to lure music’s biggest talents to the mountainous Eden, but the country is leaning into its singular place in rock history—as well as its own indigenous rocks and other natural beauty—to draw paradise seekers.
Walk of Life, Dire Straits Brothers in Arms (1985)
Today, Sweeney is rangy and flirtatious as he sits on the veranda of Olveston House. It’s easy, then, as he recounts a party almost 40 years ago, to picture him strutting around a dance floor for an entire evening, grabbing musicians’ wives and girlfriends to twirl until the early hours. He was always game to dance, but that particular night, he says, he never left the floor and was soaked with sweat when the nightclub closed. A few days later, Sweeney recalls, Mark Knopfler, the lead singer and guitarist of Dire Straits, called him into the studio while he played a snippet of a new song he’d written that Sweeney claims was inspired by his fleet-footing. “I used ‘Johnny’ instead of ‘Danny,’ in case you didn’t like being identified,” Knopfler told him. That tune was “Walk of Life.”
“I said to him, ‘Your album with this on it? It is going to sell 10 million copies or more,’ but he said the most he’d ever sold was 5 million,” Sweeney says now. “He promised to buy a new windsurfer if I was right.” He pauses, relishing the punch line to a story that he has clearly told many times before. “I am still waiting.” The album, Brothers in Arms, has sold more than 30 million copies worldwide, putting it comfortably in the top 50 best-selling albums of all time. Asked to comment for this story, Knopfler declined.
Turn It Into Something Good, Earth Wind & Fire Faces (1980)
Bassist Verdine White is a founding member of Earth Wind & Fire. He and his late brother, Maurice, the band’s front man, met George Martin during the filming of 1978’s flop movie adaptation of Sgt. Pepper’s Lonely Hearts Club Band. White tells Robb Report that he heard about the producer’s plans for AIR Montserrat then. “He invited us to come and record any time it was convenient for us, and it was perfect timing,” White says. “We chose to record our double LP Faces there, because it was a departure from what we had been doing. We needed to go back to basics, playing good tracks without trying to be commercial.”
White was smitten with Montserrat from the moment he arrived—mostly the friendliness of the locals. “The workers in the field dropped their tools and started applauding as we passed by,” he recalls. “As the only group of colour to record there, we were just honored and happy.” He emphasizes how the relaxed, welcoming vibe of the island was an ideal creative proving ground and how much the people there embraced the visiting musicians. “We didn’t get a chance to jam with the people, but the chef who prepared our meals was also a famous local DJ. He played our records during his time on the air and gave us tremendous shoutouts almost every day. We always listened to his show during mealtimes.”
I’m Still Standing, Elton John Too Low For Zero (1983)
James “Scriber” Daley, a local park ranger, has particularly fond memories of Elton John, who visited the island multiple times. “Lemme tell you, he would come hang out, and one Sunday, news got around he was in the village,” Daley recalls, noting that all the locals came down to say hello. Touched by the warm greeting, John told the bartender to put the entire afternoon’s tab on his check. (For John, Montserrat proved truly life-changing: He married AIR sound engineer Renate Blauel in 1984. They divorced four years later.)
Midge Ure of Ultravox fame loved Montserrat so much he bought a home here, though he’s reportedly called that purchase “the stupidest thing I did in the 1980s, because it was infested with termites.” Sting became smitten with the island, recording solo albums here after the Police split and renting a house for vacations with his wife and kids.
Not every rock star relished their time on Montserrat, though. One resident claims that Mick Jagger never seemed happy in Montserrat. “He hated it here, because nobody paid attention to him, so he’d walk back and forth to try and get noticed,” she says. But another disagrees, frowning. “Oh no, it wasn’t Mick. It was Duran Duran—they missed all the screaming girls.”
Looking at what remains of AIR now, though, one finds it hard to imagine those antics. There’s chain-link fencing across the driveway, featuring a KEEP OUT sign, erected by the Martin family. “We regret the need to restrict access… ,” it says, almost apologetically. The site’s a ruin, festooned with wasps’ nests, its windows glassless and what remains of the roofs askew. It was pummeled not once, but twice, by those disasters that struck the country three decades ago.
Calm Before the Storm, Sheena Easton Take My Time (1981)
Hurricane Hugo punched first. The 1989 storm passed right over the country, the first such direct hit in decades. The devastation was widespread. One local estimates that 95 percent of the houses here were left without a roof. As for AIR, that bunker-like building was built to survive. The thick concrete walls, essential for a soundproof studio, withstood the winds well. The problem was power: The on-site backup generator, a fail-safe during the island’s regular brownouts to ensure that no rock star’s riff ever went to waste, was broken. “Poor maintenance,” says one local, grumbling about the lapse.
In the wake of the power loss caused by the storm, both heat and moisture wreaked havoc at AIR. When Martin arrived to inspect the damage a few weeks later, Danny Sweeney recounts, the impresario opened the piano to look at the keys. The ivories were already covered in green mould. There was no money to restore the studio—or rather, no point. As the 1980s ended, record-company budgets were shrinking. With improved technology, corporate studios became obsolete, and the penny-pinchers saw little reason to underwrite a three-month stint in the sun for Paul McCartney, Dire Straits or anyone else. “I asked him if Hugo hadn’t hit, whether it would still be open,” says David Lea. “And George told me, ‘Oh no, never. Digital was taking over.’ ”
Rock and a Hard Place, Rolling Stones Steel Wheels (1989)
Perhaps, though, Martin might have found a way to reboot his enterprise—AIR still operates a site in the UK, after all—had a second disaster not struck just six years later. The locals had long learned in school that the volcano here, Soufrière Hills, which dominated the southwest centre of the pear-shaped country, was a dormant relic despite the occasional burping rumble. In 1995, those lessons were proved wrong. Rumblings continued for two years, until a major eruption in summer 1997. Nineteen people were killed, and two-thirds or so of Montserrat’s land—including all of its most fertile farmland, as well as the thriving capital, Plymouth—became uninhabitable, buried beneath ash and lava like a Caribbean Pompeii.
It’s possible now to visit what remains of Plymouth, albeit with a guide, and wander around the rubble-strewn roads. Three-story buildings sit, poking slightly out of the ground, their interiors full of once-molten lava. Entering the exclusion zone here—a no man’s land, a tropical DMZ—one notices the roads instantly become rougher, and the air starts to stink with sulfur. “When the eruption happened, it was so strong you had to hold your nose. It burned,” says guide Cecil Wade, standing in the centre of the former downtown. Now the only activity is the dusty thunder of trucks, which crisscross the land carrying sand mined from the volcanic ash—so much better for construction, as it’s salt-free, unlike a beachy supply. It’s commodity as apology, as if the volcano is trying to give back something after wrecking the locals’ lives.
The volcano is still considered active, and its seismic movement is closely tracked via an observation post manned by staff from the University of the West Indies. It’s deemed safe enough, however, for the authorities to open some sections on the northern edge of the exclusion zone to visitors to explore unaccompanied, including the area around AIR Studios, for example, or the once-tony district of Richmond Hill. Most of the homes there are half-hidden in the undergrowth, after 25 years of nature reclaiming the landscape. Occasionally, though, one shows through, gleamingly pristine—take the squat blue box, its window-sills painted egg-yolk yellow nestled amid the ruins. “They can’t go back,” says Scriber Daley of the owners of these sentimental but futile renovations, which still lack electricity and running water. “But psychologically, in their minds? They have it that they might one day. Sometimes people now go and lie down there, sleep and rest themselves for a while. Just to reminisce about the past.”
Living in the Past, Midge Ure The Gift (1985)
It was a ruinous disaster for a place with such a storied history. In the aftermath, Montserrat’s population was offered free passage, and passports, to live in the UK. Three-quarters of locals took one-way flights out. A hardy contingent remained, though. “I wasn’t tempted to leave,” recalls David Lea. “When the last ferry leaves, I’ll be on the one after that.” Instead, he salvaged what he could—one dial from the old Plymouth clocktower, for instance—and created a shrine to that era in memorabilia, ranged among the tables of his bar, the Hilltop Coffee House.
Modern Montserratians may now have British passports, but the first Europeans here were Irish, mostly indentured workers banished to the otherwise uninhabited island from the plantations on nearby St. Kitts after one too many rebellions. Their culture is palpable even now: In places with names such as Cork Hill or Galway, the shamrock on the welcome stamp in every passport and even the national dish—squint a little at a bowl of goat water and it could be Irish stew. St. Patrick’s Day is a national holiday on Montserrat, the only country other than Ireland proper. “We’re Afro-Irish,” adds Kenneth Silcott, a former champion calypso king who now runs the arts council. “At the St. Patrick’s feast, you’ll see some people in full green garb and others in African dress.”
Hot Hot Hot, Arrow Hot Hot Hot (1983)
Those Irish immigrants also brought music, which was a cherished part of the Montserratian life well before Martin and co. arrived. Their love for it commingled with the African traditions of the enslaved people who were shipped to the island to work on the sugar plantations. “Music for us is an integral part of our culture,” says Rose Willock, a longtime host at local radio station ZJB. Music here, she explains, combines Celtic and African traditions—the Oriole String Band, for instance, today plays a repertoire that ranges from soca to chanteys. Look closely at the carnival dancing, too, and you might recognize Irish toe-stepping in its movements.
Montserrat’s most famous homegrown musician, though, was Alphonsus Cassell, better known as Arrow. He and his brother wrote the worldwide smash “Hot Hot Hot” on the island, and Arrow carved out a path for a distinctive soca sound that incorporated merengue beats into its rhythmic fusion. Cody Greenwood was a regular visitor to Montserrat as a child and just 5 years old when the eruption happened; she produced the recent documentary Under the Volcano, about the AIR Studios era. “It was important for me to acknowledge local music in it—the soca, too. It’s been embedded in the culture forever, and Arrow is really the local hero down here, even now,” she says of the musician, who died in 2010. “The strong music culture meant when artists would come down, the locals would sing on a lot of the albums, like for Elton John or Dire Straits.”
Boat Drinks, Jimmy Buffett Volcano (1979)
Greenwood hoped that her film would pique viewers’ curiosity about Montserrat and tempt them to visit—she’d even intended to premiere it on the island with the goal of luring some of those rock-star icons to return for a nostalgic look. Pandemic lockdowns precluded any such celebrations. The local government does have concrete plans, though, to draw tourists. They’re centred on Little Bay, close to the northern tip of the island and near the country’s new commercial and political hub.
Little Bay became the emergency base for supplies after the eruption, but the waters here are too shallow for much commercial shipping or any superyacht. Dredging to rectify that problem has begun, and there’s a big patch of dusty scrubland on the waterfront ready for construction of a port that can harbor high-end cruise ships and private vessels by bolstering the jetty to 426 feet and the depth of waters from 9 to 26 feet. “Little Bay is one of the most sheltered harbors on the island,” explains Dion Weekes, the project manager. “And we want to have yachts calling there in 18 months.”
Spirits in the Material World, The Police Ghost in the Machine (1981)
Doubtless, many will come to make pilgrimages to AIR and Olveston House, a chance to connect with an overgrown corner of rock history. But there’s more to Montserrat than rubble. Much like neighbouring Dominica’s, the countryside here is lush and quilted with trails.
Scriber Daley—he earned his nickname at school, because he was such a good describer—is the ideal guide for exploring. Walking under the forest canopy with him is like accompanying Dr. Doolittle. He holds a thumb to his lips, sucking and tutting simultaneously like a scolding kiss. In response, the tree up ahead starts filling with Montserrat orioles, the national bird found only on the island; they twitter noisily in reply, more and more gathering to answer his calls.
Daley relishes the chance to take folks hiking for hours over Hope Ridge or Katy Hill, looking for birds or the Montserrat orchid. But one animal no one ever sees or hears now is a cricket he calls the spoon-in-glass. “It would go ting-ting-ting, and it was a sign to drop everything and leave the forest, because night could come over very fast,” he recalls. After decades of its silence, though, Daley fears this insect was wiped out in the wake of the eruption. “I have slept over there in the forest to see if I could hear the sound. It was so lovely. I never have.” He remains hopeful, though, and he doesn’t stop trying.
Despite the natural disasters’ upheaval, little about the island’s culture has changed. “My mum always used to say to me, ‘You don’t lock up here—no one will rob you,’ ” says Greenwood. “We had over a million dollars’ worth of camera equipment, and we could never find a key for our villa, but people just said, ‘You don’t have to worry.’ On Montserrat, you don’t have to worry about a thing.”
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Australia’s gallery scene is booming. More galleries than ever before are going on the road to participate in art fairs in scene that is rapidly maturing. Meet the passionate local owners from around Australia who are energising the creative milieu with the abstract, the edgy, the Indigenous and the generally astounding.
Hugo Michell Gallery
The district may not roll off the artistic tongue like Paris’s Montmartre or London’s Shoreditch, and yet the prim hedges of Adelaide’s Beulah Park suburb provide cover to a stealth powerhouse of the Australian contemporary art movement, tucked away in a charming, blink-and-you’ll-miss-it converted Victorian workers’ cottage. Since 2008, the Hugo Michell Gallery has unflappably carried the torch for established and emerging acts with equal fidelity, across a broad sweep of mediums from photography to printmaking, textile to ceramic. “We try not to get caught up in the hype and handle each artist we represent with the nuance required for promoting their work,” says Michell, currently counting 28 artists on his books. One notable on this year’s busy docket is Melbourne-based Richard Lewer, a social realist—already snapped up by the National Galleries of Australia and Victoria, no less—who for a month from April 10th will probe the uneasy relationship between crime, sport and religion. While comfortable in the skin of his homely suburban bolthole, Michell is not averse to braving the rigours of the Australian art fair circuit (“They’re a bit of a circus, but who doesn’t love a circus?) and often undertakes house visits to acquaint himself with the whims of new customers. “One of the things that gives me the most joy is building a collection for a client,” he says. “We have worked with for 16 years, tailoring and sourcing works for them.” More proof that you don’t need a headline location to generate the biggest stories.
hugomichellgallery.com
Cassandra Bird Gallery
The art sphere often challenges the myth that married partners should not become gallerists—see Iwan and Manuela Wirth of Hauser & Wirth fame, among other examples. And so it is that Cassandra Bird and husband Fabian Jentsch are rapidly cementing a reputation as one the Australian art scene’s supercouples with their 2023-acquired Potts Point space, an expansive four-level heritage terrace fizzing with congeniality, making visitors feel like they have popped to a friend’s (expertly curated) home for elevenses. Which is no great shock: the property doubles as the duo’s own home. Bird brings a wealth of experience, and a hefty contacts book, thanks to long, respected stints in the Big Apple and Berlin, and nine years at Sydney’s RoslynOxley9 Gallery; Jentsch, meanwhile, is an experienced artist, exhibition maker and set designer. “We try to enthuse people, get them excited as we are about those we work with,” says Bird. Meander across the property’s wooden floorboards—perhaps diverting for a chat in the communal courtyard that doubles as a social hub and ideas-exchange forum—and you will enter the realm of Perth-born graphic painter Jedda Daisy-Culley, who has a hallway and wall dedicated to her work; venture upstairs and deep dive into locally based experimental photographer Laura Moore; head into the basement and peruse the collective works the Tennant Creek Brio, out of Warumungu Country in the Northern Territory. All 24 of the gallery’s artists unite under the theme of timelessness. “We are into investigating quality and showing transformational and breakout work from artists,” says Jentsch. “The work we choose must have something that is strong value for us.” Here’s to the sanctity of marriage.
D’lan Contemporary
It speaks volumes for the international reach of Indigenous art that D’lan Contemporary opened an outpost in New York long before expanding the gallery beyond its Melbourne roots to set up shop in Sydney. Then again, founder and director D’lan Davidson is not afraid of expanding his frontiers as a means of hawking Australia’s most vital cultural outpourings; in 2016, he left the Sotheby’s Australia auction house, where he was ensconced as head of aboriginal art, to launch D’lan Contemporary as the go-to gallery for secondary market First Nations art; and he recently travelled to Maastricht in the Netherlands for the prestigious European Fine Arts Foundation Art Fair, promoting a series of Western Arnhem bark paintings and works by Paddy Bedford, Emily Kame Kngwarreye, Rover Thomas and other. Closer to home, Davidson has surrounded himself with a team brimming with the requisite Indigenous art smarts, including chief curator and gallery director Luke Scholes. From May 8th-July 4th, the Significant exhibition, a mainstay of the Melbourne gallery for the past ten years, will show across all three of D’lan Contemporary’s locations. “Our exhibitions and all our advocacy work seek to further support and develop the burgeoning global interest in Australian First Nations art and artists,” says Scholes. As if further proof were needed of its commitment, the gallery donates 30 percent of its profit back to artists and their communities. Bravo.
N.Smith Gallery
Enter Nick Smith’s compact office and you notice how the walls are studded by the artworks of those he represents; this is a man, you feel, who has a more intimate connection to his stable than the average gallery chief—an instinct confirmed upon discovering that he has invested his entire life savings into the Surry Hills space. When we meet, Smith’s whiteboard is teeming with collaborative projects, hinting heavily at the kind of edgy, thought-provoking artists that his outfit—comprised of five full-time staff—is renowned for nurturing. “It’s constant, but amazing,” says Smith in his typically reserved manner, more studious scientist than reengage gallerist. “I wanted to contribute to culture in my own way.” The gallery’s current ascension allays any empathetic fears of impending financial doom. This past February, Smith—who cut his teeth at Philip Bacon Galleries in Brisbane and Sydney’s Sullivan+Strumpf—collaborated with the Australian High Commission in India to represent Darrell Sibosado at India Art Fair ’25, and throughout the year will be partnering with the Sydney chapter of Soho House to host a series of private viewings and artist studio visits. Even so, he now splits his time equally between private and public projects, often mentoring artists at all stages of their creative journeys. “It’s that forward momentum. It’s that feeling of progressions and going somewhere that I love,” says Smith. Indeed, the only way is up.
Palas
It is hard—nay, almost impossible—to imagine Palas founders Tania Doropoulos and Matt Glenn frantically trying to scoop up whoever is flavour of the month on Sydney’s perennially shifting art circuit. Here are young gallery partners prone to a slower, more considered approach, instead recruiting a tight roster of internationally famed artists, and choosing to nurture relationships that have been years, sometime decades, in the making. Case in point: video performance maestro Shaun Gladwell, who represented Australia at the 2007 Venice Biennale (a 20-year affiliate), and Melbourne-based artist and noise-musician Marco Fusinato (15 years), who also flew the artistic green and gold at the same festival in 2022. Add to that list Canadian multi-media artist Tamara Henderson and Irish sculptor Eva Rothschild, currently working out of London, and it is clear Palas have a formidable roll call to lean on. “We’re investing a huge amount of time into their processes as art makers,” says Doropoulos. “And I think by extension, we’ve got really good working relationships with other galleries throughout the world.” For its founders, the Palas gallery—which opened in Sydney’s resolutely hipster Waterloo suburb just over a year ago with a silkscreen painting medley by the aforementioned Fusinato—is somewhat of a flag-planting endeavour on home soil: both earned a certain amount of their stripes overseas—Doropoulos as former artistic director of Frieze London and Frieze Studios, and Glenn at Sadie Coles HQ, also in the British capital. Australian art disciples will no doubt be praying for a long domestic residency.
Coma
If Sotiris Sotiriou’s consciously balanced ensemble of black Saint Laurent suit, single gold chain and flash of bare chest are anything to go by, the Coma gallery founder wields a sharp eye—a handy attribute to have when your career depends on identifying aesthetic clout, what hits and what doesn’t. From humble beginnings in 2016 in a subterranean road space next to Elvis Pizza on Sydney’s New South Head Road, his enterprise gradually flowered, first to East Sydney, then Chippendale, before fully blooming at his current space in up-and-coming Marrickville, in what was once a coffee factory. The predominantly light-industrial area has witnessed around half a dozen new gallery debuts in recent years, and Coma’s door-fling, filled as it was with hip young Inner West couples sourcing bold, ambitious art for their homes and offices, suggests Sotiriou has timed his arrival to perfection. February’s opening exhibition was hosted by Australian (but Santa Fe based) figurative painter Justin Williams, whose approach riffs on the folkloric traditions of Russian and Polish art, rich with symbolism and psychological details; this work forms a striking counterpoint to the abstract expressionism of other Sotiriou recruits, such as Zara June Williams and her partner Jack Lanagan Dunbar. The Coma head honcho, who had a spell selling to wealthy clients at Nanda Hobbs, says that private clients now make up most of his customer base. This year, as he prepares to attend three international art fairs, he estimates his artistic head count to increase by 30 percent. He can, no doubt, also point you in the direction of a fine tailor.
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Ola Källenius is standing in a cold, bare workshop just south of the Arctic Circle in his native Sweden. A heavily disguised prototype of the new electric G-Class SUV—not yet launched when we meet—has just returned from high-speed, low-grip testing on tracks cut into the frozen lakes nearby and is being hoisted into the air on a hydraulic lift for inspection. As it drips meltwater onto the concrete floor, Källenius, CEO of the Mercedes-Benz Group, eats his lunch (today, a premade sandwich and a carton of juice) and speaks in fluent German to the mostly Austrian engineers who spend months in this bleak locale ensuring that the company’s new models can cope with the types of conditions in which vanishingly few customers will ever actually drive. They discuss the truck’s handling on ice and the progress of its test program. Källenius compliments them on the car’s dynamics—how stable it remained even at speed, how safe he felt driving it—and asks them how long they’re here.
“There are some harsh realities to this job, and to the car industry,” he tells me later. “But this is what I love doing: spending time with our designers, or driving with you on an ice-lake in Sweden, or talking to these engineers. I wanted to congratulate them on what they’ve achieved. We get to enjoy a nice couple of days here, but they’re here for a long time.”
At 193 cm, Källenius might tower over most of them physically, but there’s nothing in his demeanor that hints at the disparity in their corporate statuses. Nor is this the kind of place you’d expect to find the head of one of the world’s great luxury brands: a man paid roughly $22 million last year to lead the 166,000 employees of a company valued at around $75 billion, whose founder, Carl Benz, invented the motor car and whose genuinely iconic logo has graced the nose of everything from popemobiles and Lewis Hamilton’s Formula 1 racer to the most expensive automobile ever sold at auction. In a recent report, investment analysts Bernstein described Mercedes-Benz under Källenius’s reign as a “four-wheeled cash-generation machine”.
Courtesy of Mercedes-Benz
But the celebrated car marques are not like luxury brands that make watches or couture or accessories or Champagne. Look beyond the alluring badge and bodywork for a moment: the objects Mercedes-Benz and its rivals produce are insanely complex, ever-changing and hugely capital-intensive—and must succeed in an utterly cutthroat market. Their impact on the environment and the economy has always made them perennial hot-button issues politically. But the electrification of the automobile has put these companies in the geopolitical crosshairs like never before, as governments swap tariffs and risk a global trade war to ensure that they keep their respective shares of the car industry, even as it undergoes an unprecedented transformation.
And of course, the cars need to be remade, too. Add the impact of electrification to Källenius’s own manifesto for Mercedes-Benz, and this storied marque is likely to change more in the next decade than it did in the previous 138 years. “It’s a once-in-a-century transformation,” he says. “We are reinventing our original invention.”
So who is the guy steering Mercedes through this tumult? What’s his plan? And what cars will he give us? Källenius has sat for plenty of interviews in his five years as CEO (his second five-year term is set to conclude in 2029), but this is the first time that he has offered anything more. Robb Report was invited to spend the weekend with him in Arjeplog, the tiny northern-Swedish town whose population swells fourfold each winter as the global car industry descends to test its secret new models on the area’s frozen lakes. Spy photographers abound, but to reduce the chance of its future lineup being scooped, Mercedes rents its own private expanse of sheet ice from a local landowner. I watch Källenius as he test-drives the electric G at his empire’s oddest and most northerly outpost, meets local staff and records social-media footage. He drives some other, more secret new electric AMGs that I am definitely not allowed to see, whose debuts are much further off and which, when not on the ice, remain hidden beneath their heavy covers outside the workshop.
Courtesy of Mercedes-Benz
Källenius has a reputation for being fearsomely intelligent, rational and efficient, but also not the type of hyper-alpha asshole who too often comes to lead a carmaker. Over the weekend, I see that sharpness not just in the logic of his answers, but in the nuance of the English prose, as perfect as his German, in which he delivers them.
I’m not sure I’d want those piercing blue eyes and that high-wattage intellect turned on me in a meeting if I didn’t have my numbers straight, but his non-asshole character dominates. It comes through in the easy egalitarianism he displays with the engineers in the workshop, or how he notices and thanks waitstaff, or the way he’s enjoying a casual dinner and a beer with a long table of employees of all stripes when I first arrive at the unglamorous Silverhatten hotel where he’s staying—a glorified bunkhouse for the United Nations of engineers and test-drivers who flock here. This is clearly a leader who sees the obligations of his office as clearly as its privileges: an attitude underpinned by a natural Nordic modesty and reserve.
Courtesy of Mercedes-Benz
“I guess your personality is something that forms in younger years, and I’m not sure you can fundamentally change it,” he tells me over coffee one morning. “There is a Swedish core in the way I act, and maybe most Swedes are not kick-the-door-down types. I believe this should be true for anybody who is at Mercedes or has the privilege to lead Mercedes: We are custodians of that star for a brief moment. It’s my job to hand it over safe and in better condition. The person is not the brand.”
Perhaps not, but the brand will look very different by the time this person is done with it in 2029. And you can add loyalty to that list of his qualities: Källenius has never worked anywhere else, having joined Mercedes-Benz in 1993 straight out of the Stockholm School of Economics, where he founded an American football team called the Traders, for which he was captain of the offense. True to form, he studied tapes of the Chicago Bears and New England Patriots in order to write the team playbooks. At Mercedes, he was a finance guy at first; an early posting took him to Alabama, to help set up the Mercedes factory in Tuscaloosa, where he became—and remains—a Crimson Tide fan.
In 2003, at the age of just 34, he was put in charge of the Mercedes-Benz SLR McLaren supercar project; two years later, he was given control of Mercedes-Benz High Performance Powertrains, the firm’s in-house Formula 1 engine-maker. After a year as vice president and CEO of Mercedes-Benz US International back in Tuscaloosa, he was recalled to Germany in 2010 to become vice president and managing director of AMG, Mercedes’s high-performance road-car division. Then came two board positions to prove his breadth of ability—sales and marketing, followed by research and development—before he ascended to the top job in 2019 at the age of 50.
The electric G-Class we’re about to drive together (now officially if awkwardly named the “G580 with EQ Technology”) is a neat encapsulation of many of the things Källenius has tried to do at Mercedes. First, it’s an EV, which fits his initial plan to make everything electric—“where market conditions allow”—by 2030. Second, it’s expensive, with a starting price in the US of $161,500 (around $257,000, though likely to cost more in Australia). Another critical if controversial part of his manifesto is to shift Mercedes upmarket; he spun off the truck business early and is currently in the process of dropping high-volume, low-margin models including the A- and B-Classes. And lastly, he wants new models to still feel like Mercedes vehicles, even if the design that underpins them is radically different from what came before. And the G-Wagen—with its gloriously anachronistic overengineering that you can feel and hear every time you clunk a door shut—epitomises the Mercedes ethos whether the vehicle is gas or electric.
Other new Mercedes EVs go much further in their innovation, gaining greater advantage from their electric drivetrains given that they were designed as EVs from the outset. They use Mercedes’s new MB.OS operating system with built-in AI and receive fresh design cues inside and out—not least the mad, vast, almost full-width hyperscreen user interface—rather than the same upright, rectilinear lines first sketched out to suit the needs of farmers and soldiers when the G-Class was introduced 45 years ago.
But as shorthand for old Merc meeting new, the electric G is perfect, and it’s pleasing to be driven in it by the CEO on whose watch it was conceived and executed. “Yes, this is an electric G,” he says as he drifts it across the glassy frozen lake, “but it’s 100 percent G. The most important box for any G-Class to tick is the Schöckl mountain in Austria, to earn that Schöckl-proven plaque they all have. I did five trips up and down it in the electric G in the autumn, and not only can it do the Schöckl, I felt it could do the Schöckl best of all.”
His stints at AMG, in Formula 1, and with McLaren have turned this “spreadsheet guy” into a skilled driver, though most Swedes seem to have the ability to safely slide a car on ice coded into their DNA. Even with the G sideways at around 110 km/h, a plume of snow and ice billowing high behind it, Källenius has enough spare mental-processing capacity to adjust the screen settings while telling a funny story about the very first time an electric G even crossed his mind.
He was at the Detroit Auto Show in 2018, when the company was first showing the revised G-Class. Arnold Schwarzenegger came to the unveiling and asked Källenius’s predecessor, Dieter Zetsche, if an electric version was in the cards. “Dr. Zetsche said, ‘Yes, of course,’ Källenius recalls. “I was head of R & D at the time, and one of my colleagues turned to me and said, ‘Do we even have an electric G in the plan?’ I said that I guessed we did now.”
Those less keen on electric cars than Arnie and Ola might be pleased by the fact that the ambition to be battery-only by 2030 has fizzled fast. Mercedes now predicts that EVs and plug-in hybrids will account for only half of its sales by the late 2020s, and the company is refreshing its range of gas engines to keep them relevant and selling deep into the 2030s. This is a systemic issue and no reflection on Mercedes products; Källenius has always averred “where market conditions allow”, and market conditions currently don’t. But the retreat is still slightly awkward.
Courtesy of Mercedes-Benz
“The early adopter phase is over,” he tells me. “Now we need to convince every customer. I think it would be a mistake to say, ‘Okay, electric is growing a bit slower, let’s sit back, wait, and not do anything.’ Because if you put product into the market that is so convincing that most customers go, ‘Yeah, maybe I didn’t have iPhone 1, but iPhone 4 looks pretty good,’ you can get very quick, even exponential growth. And if you were the one that said, ‘I’m not going to set sail here; let’s wait and see what the weather does,’ all the other boats would be out on the ocean, and you’d miss the race.”
But if buyers are going to be sold on EVs by the technology rather than by brand power, what does Mercedes’ 138 years of history count for? With customers attracted to new EV marques that are able to innovate unconstrained by precedent—and one of those brands having a market cap 7.5 times that of Mercedes, despite selling a few hundred thousand fewer cars per year—does heritage become a liability rather than an asset?
“We also do unconventional things,” Källenius insists. “With blow-your-mind–type features like the crazy hyperscreen in the EQS and the EQE, a lot of people are looking at Mercedes who perhaps didn’t look before. We are one of the biggest automotive sponsors in e-sports. Formula 1 is off the charts; 53 percent of F1 fans are between 15 and 35, and 37 percent are women. When we do crazy things like the G-Class collaborations with Moncler or the late Virgil Abloh, you go beyond the traditional auto crowd to one that buys from other luxury brands. My test is if one of my kids sends me a picture and goes, like, ‘Dad, what is this?’ I got their attention.”
I wonder how the former finance guy now handles running one of the world’s great luxury brands and to whom he looks for inspiration. He acknowledges that he meets with Bernard Arnault at LVMH and Jean- Frédéric Dufour at Rolex but is coy about the nature of their discussions.
“We also reach out to people in other luxury businesses to understand how they think,” Källenius notes. “I had the good fortune to meet Brunello Cucinelli, and he invited me down to Solomeo, the hamlet which he has helped to restore. It’s one of the most beautiful villages I’ve ever seen. I learned a lot about fabrics, quality, stealth luxury, sometimes not emphasising the brand so much. A fine gentleman like that has a very clear understanding of what luxury means in his business. We brought some secret new-vehicle designs to show him and to get his input.”
Courtesy of Mercedes-Benz
“Maybe you can’t compare a high-intensity, high-engineering, high-capital-investment good like a car to a piece of clothing,” he adds. “They are different businesses. But good chefs eat in each other’s restaurants even though they have a totally different style of cooking, just to see what the others are doing. But when you go back into your kitchen, you’re still the chef, and you put together the recipe.”
I sense a slight frustration from the hyperrational Swede—perhaps that he believes he has gotten the recipe right but has to wait a bit longer for diners’ tastes to catch up. In many cases, judged on any objective criteria, the new Mercedes EVs will be the best cars the company has ever made, including the electric G. The customers, though, are as busy trying to get their heads around this brave new world as the automotive CEOs are.
“This is definitely the most transformative decade since the inception of the company,” Källenius agrees. “But we’ve always done this. The Swabian engineers who founded Mercedes didn’t look at the horseshoe and think, ‘How do we make this lighter to make the horse run faster?’ They wanted to get the horse out of the equation and do something new. That attitude hasn’t changed. We’ve always looked through the windscreen, not in the mirror.”
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Men at Play
Two restless entrepreneurs build a Belizean island paradise especially for those “aha! moments”.
Though he’s supposed to be in what he calls his “play years” now, Knoxville-based real-estate entrepreneur Steve Hall still finds himself working on vacation. After a trip to Belize, he got the itch to build something new and started meeting with developers. Hall hit it off with David Keener, CEO and owner of Vision Properties, and together they acquired an isolated tract on Placencia Caye, a private island just five minutes by boat from the mainland.
After two and a half years of work, they’ve recently started welcoming guests to Prana Maya, a secluded, wellness-focused retreat that enjoys expansive views of the Caribbean Sea, the island’s lagoon and the Maya Mountains. “We designed everything to inspire people,” Hall says of the property. “Every aspect of the resort is intentional. Every service we offer is designed to create that ‘aha! moment’ that will rock someone’s world.”
The property includes seven three- and four-bedroom villas featuring locally carved wooden doors. The breezy, secluded structures are sited to prioritise views of the water, and each has its own plunge pool. Rooms at the Inn—a collection of 10 airy, light-filled suites—face the ocean. Each guest has an assigned butler, and every bed at the resort is fitted with a custom grounding mat, designed to replicate a connection with nature; some studies suggest they promote mental and physical well-being.
Belize’s tropical landscape is the catalyst for getting outdoors. Its unique saltwater flats give sport-fishing aficionados a bucket-list opportunity: catching what the International Game Fishing Association calls the Grand Slam—permit, tarpon and bonefish—all in one day. So Hall and Keener recruited High Adventure Company, a global outfitter with 30 years of guiding expertise, to take guests on exclusive angling excursions. The resort will also offer cave-tubing, jungle-trekking, zip-lining and diving trips.
Courtesy of Prana Maya
If you’re in search of less rugged activities, head to the spa and wellness centre. The design team placed it on prime real estate: the Inn’s top floor, which has 360-degree water views and 5 m ceilings. Here, you’ll find a yoga studio, five private treatment rooms and a sound-therapy space. You can also enjoy Prana Maya’s private beach, the only sandy stretch on the island that isn’t shared with another property.
At The Grill, the open-air restaurant, executive chef Liesel Kirste cooks with indigenous ingredients—many sourced from the resort’s four-hectare farm. The menu includes elevated fare such as locally caught lobster, grilled and served over fresh pasta. Even components of more casual dishes are made from scratch: at the Island Club—with its outdoor kitchen, lawn games and forthcoming palapa-shaded pickleball court—the ketchup and mayonnaise are made in-house. That gives the culinary team the flexibility to design a bespoke menu, upon request, to suit your nutritional needs.
Ultimately, Prana Maya is the expression of a million small details (down to the reef-safe spa products, curated by a Belizean supplier) and the location’s natural majesty. “When you get out to the island site, see the spectacular views of the Caribbean, turn another direction and see the beauty of the Maya Mountains, it is such an awesome and almost overwhelming feeling,” Hall says. One he is determined to share with everyone who visits.
Top image: Benedict Kim/Courtesy of Prana Maya
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How to Use Your Dress Watch to Nail Casual Style This Autumn
The dress watch is back and more laid-back than ever. Here’s how to rock your Cartier and Piaget pieces with casual looks
After the seemingly never-ending hype around steel sports watches, dress watches have been making a comeback. But it’s not just the average 42 mm dress watch that’s sparking interest (although, those too, are in the running), but also funky vintage diamond-accented timepieces or small-sized, almost feminine pieces are trending. Recently, actor Paul Mescal was spotted on the red carpet of the Annual Academy Museum Gala wearing a Cartier Tank Mini with his tux, while sports legend Dwyane Wade wore a 28 mm diamond Tiffany & Co. Eternity watch with his black tie ensemble to the same event. While these guys were wearing dress watches in their intended setting, here we show you how to make a dress watch work for casual weekend wear too.
Try dabbling in unexpected pairings like an army green Ghiaia safari jacket with a vintage Chopard Happy Diamonds timepiece or Breguet Classique Ref. 7147 (the ultimate dressy timekeeper) with a Louis Vuitton sweatsuit and a Brioni overcoat. Anything goes these days and the more unexpected the timepiece, the stronger the statement. It’s good news all around—for your wardrobe and your investments in the vault.
Above: Blancpain 39.7 mm Villeret Ultraplate in 18-karat red gold, $69,675; Tod’s faux-shearling and denim jacket, $5,6859; Tom Ford cashmere and silk turtleneck, $2,535.
PHOTOGRAPHED BY MATALLINA. WATCH EDITOR, PAIGE REDDINGER. FASHION DIRECTOR, ALEX BADIA. STYLE EDITOR, NAOMI ROUGEAU.
Jaeger-LeCoultre 40 mm Reverso One Duetto Jewellery in 18-karat pink gold and diamonds, $79,560. Right: Chopard 32 mm vintage Happy Diamonds in 18-karat white gold and diamonds, $19,930, analogshift.com; Ghiaia cotton safari jacket, $1,426; Eton cotton T-shirt, 358; Hermès denim trousers, $1,674.
Audemars Piguet 34 mm vintage automatic ultrathin watch in 18-karat white gold and diamonds, $9,300, classicwatchny.com. Right: Cartier 41.4 mm Tortue in platinum, $35,600, limited to 200; Gabriela Hearst hand-knit cashmere sweater, $2,500; Officine Générale cotton-poplin shirt, $315.
Breguet 40 mm Classique Ref. 7147 in 18-karat white gold, $37,468; Brioni wool and cashmere overcoat, $12,233, and silk knit crewneck sweater, $2,224; Louis Vuitton wool track pants, $2,120, and wool hooded jacket, $5,002. Right: Patek Philippe 39 mm Calatrava Ref. 6119R-001 in 18-karat rose gold, $52,791.
Piaget 45 mm Andy Warhol in 18-karat rose gold, $69,198. Right: Rolex 29 mm vintage King Midas Ref. 4342 in 18-karat yellow gold, $28,301, classicwatchny.com; Brunello Cucinelli denim shirt, $1,586; Tom Ford cotton chinos, $1,259; Berluti leather belt, $1,132.
Model: Arthur Sales
Grooming: Amanda Wilson
Senior market editor and casting: Luis Campuzano
Photo director: Irene Opezzo
Photo assistant: Alejandro Suarez
Prop stylist: Elizabeth Derwin
