If you thought German engineering was all serious brows and soul-crushing efficiency, Mercedes-Benz is here to politely suggest you expand your cultural references.
Last night in Manhattan, Mercedes-Benz unveiled a freshly renovated dealership, a freshly reinvented CLA, and, apparently, a freshly minted plan to conquer both TikTok and the Met Gala guest list in one fell swoop. The star of the evening? None other than Ice Spice, aka the “Princess of Rap,” aka the woman currently responsible for half the trending sounds on your little cousin’s For You Page.
Welcome to the “Class of Creators” — Mercedes-Benz’s new galaxy-brain move to make luxury cars less “finance bro weekend toy” and more “cultural artifact you’ll see on A$AP Rocky’s mood board.”
Mercedes-Benz launches the all-new CLA during a pulsating event at Villa Miani
From Rome to Rap Royalty
The new CLA had its world premiere in Rome last month — because of course it did — but Mercedes clearly understood that to win hearts (and wallets) in 2025, you need more than just gorgeous bodywork and absurdly efficient electric range. You need vibe.
Enter Ice Spice, who was handed the keys to the all-new CLA and immediately did what anyone would do if given full creative control: she dipped the thing in molten chrome and bedazzled it like it was auditioning for a Renaissance World Tour. Signature diamond chains, pastel color pops, and a whole capsule fashion collection (hoodies and tees incoming) — all straight from the mind of the artist who once rhymed “baddie” with “maddie” and made it sound like Shakespeare.
The molten CLA was unveiled at Mercedes-Benz of Manhattan’s grand reopening, in an event that mashed together Broadway (shoutout to the Hell’s Kitchen cast), Brooklyn DJs, and enough slices of NYC pizza to fuel a small art collective. Mercedes called it “Stars, Sounds & Slices” because, sure, why not lean fully into the chaos.
And honestly? It worked.
Mercedes-Benz launches the all-new CLA during a pulsating event at Villa Miani
So What Exactly Is the “Class of Creators”?
Think of it like Mercedes throwing a wild dinner party where they invite Ice Spice, Swedish pastel king Gustaf Westman, KidSuper (Colm Dillane, your favorite designer’s favorite designer), Hot Wheels (yes, the toy cars), and League of Legends (because gamers have wallets too, apparently).
Each creator will take the CLA and reimagine it through their own artistic lens — part car design, part fashion drop, part Gen Z marketing fever dream. And yes, there will be merch. Because if you can’t drive the molten CLA to brunch, at least you can show up in a hoodie and quietly flex on everyone.
Upcoming events will see Gustaf Westman drop his vision on May 22, KidSuper on June 28, and Hot Wheels and League of Legends later this year. (No word yet on whether the League of Legends collab will involve actual dragons or just NFTs shaped like steering wheels, but stay tuned.)
Mercedes-Benz launches the all-new CLA during a pulsating event at Villa Miani
Mercedes-Benz: From Autobahn to Algorithm
Mercedes isn’t just selling a car anymore. They’re selling cultural currency. They’re selling the idea that driving a CLA puts you closer to the center of the conversation — whether that conversation is happening on Broadway, Discord, or a pastel-themed art exhibit in Stockholm.
And it’s a smart move. Because in an era where Tesla is fumbling the bag faster than a JV football team and BMW keeps making their cars look like angry whales, Mercedes-Benz is quietly rewriting the luxury playbook: less “old money yacht club,” more “young money internet royalty.”
Is it a little chaotic? Sure. But it’s also brilliant.
They’re not just dropping cars anymore, they’re dropping culture.
