Mercedes-Benz has long been synonymous with luxury, performance, and cutting-edge technology. With the introduction of the Mercedes-Benz CLA, the brand aims to redefine its vision for the future—one that seamlessly blends sustainability, digital innovation, and forward-thinking design. A striking embodiment of this vision was unveiled last month in Rome, and now, the CLA returns to the global stage with the launch of the ‘Class of Creators’ campaign. This ambitious project is a celebration of creativity, diversity, and innovation, in collaboration with five highly influential artists from various creative fields, including music, fashion, design, gaming, and toy culture.
The first to showcase their vision is Ice Spice, the Grammy-nominated rapper and cultural icon. She revealed a one-of-a-kind CLA Art Car, an extraordinary fusion of her signature style and the unparalleled luxury of Mercedes-Benz. The unveiling took place at the newly renovated Mercedes-Benz of Manhattan dealership, marking a significant milestone in both the campaign and the brand’s connection to a broader cultural landscape.
Ice Spice’s CLA: A Chrome-Dipped Work of Art
Among the highlights of the event was the debut of Ice Spice’s custom CLA, a stunning automotive masterpiece that features a shimmering, molten chrome exterior. The car was designed to blend the Mercedes-Benz CLA’s cutting-edge performance DNA with Ice Spice’s unique persona as the “Princess of Rap.” Her design incorporates several personal elements, including diamond-encrusted motifs inspired by the artist’s own iconic jewelry, giving the car a one-of-a-kind flair that exudes both luxury and empowerment.
What sets this collaboration apart is the seamless integration of fashion and automotive design. Alongside the art car, Ice Spice also unveiled a limited-edition fashion capsule that draws direct inspiration from her CLA design. This exclusive collection features pastel-colored tees, hoodies, and accessories that channel the aesthetic of the custom car. For Ice Spice, a proud New Yorker who rose to fame in 2021, this collaboration marks a perfect union between the worlds of music, fashion, and automotive luxury.
Speaking on the partnership, Bettina Fetzer, Vice President of Digital & Communications at Mercedes-Benz AG, said, “The all-new CLA is the leading-edge trailblazer of our portfolio. With ‘Class of Creators,’ we’re connecting Mercedes-Benz with diverse communities through art and innovation.” This campaign is not only a celebration of the new CLA but also a testament to how the automotive industry can integrate with and support global artistic movements.
Mercedes-Benz of Manhattan Celebrates Its Grand Reopening
The launch event took place at the newly renovated Mercedes-Benz of Manhattan, a flagship location for the brand in the heart of New York City. Titled “Stars, Sounds & Slices,” the event was a fusion of art, music, and performance, attracting over 350 guests, including customers, media influencers, and partners. The evening was a true spectacle, complete with live performances, art displays, and an immersive cultural experience that highlighted the brand’s commitment to blending luxury, technology, and creativity.
The event’s entertainment lineup was equally impressive, featuring performances by the cast of Broadway’s Hell’s Kitchen, a DJ set by LPX, a Brooklyn-based artist, and the New York premiere of the all-new Mercedes-Benz CLA. The evening also included a special moment where Ice Spice herself unveiled her custom CLA Art Car, much to the excitement of the audience.
What Is the ‘Class of Creators’?
The ‘Class of Creators’ is a groundbreaking year-long campaign launched by Mercedes-Benz, aiming to celebrate individual expression, creativity, and personalization through collaboration with five visionary artists from across the globe. These creators will each bring their own unique artistic interpretations of the Mercedes-Benz CLA, with each piece representing a different facet of modern creativity. The initiative underscores the importance of connecting art, design, and culture in a rapidly evolving world, positioning the CLA as not just a car, but a platform for artistic innovation.
This campaign seeks to explore and celebrate diverse forms of creative expression, engaging communities around the world while elevating Mercedes-Benz’s reputation as a brand that values artistic collaboration. As part of this initiative, select artists will unveil their customized CLA-inspired art pieces, and the campaign will also release exclusive merchandise and wearable art collections tied to each designer’s vision.
Upcoming Collaborators in the ‘Class of Creators’ Campaign:
- Gustaf Westman (Interior Designer, Sweden) – Premiering on May 22
- KidSuper aka Colm Dillane (Fashion Designer/Artist, U.S.) – Premiering on June 28
- Hot Wheels (Mattel’s Iconic Toy Car Brand)
- League of Legends (Global Esports & Gaming Platform)
Each creator has been carefully selected for their ability to push boundaries and redefine the intersections of art, culture, and technology. Through their participation, the Class of Creators campaign will highlight different forms of innovation, from fashion to gaming, that will resonate with a wide range of audiences.
The Intersection of Luxury and Creative Culture
What makes the ‘Class of Creators’ campaign so compelling is how it bridges the gap between automotive engineering and creative culture. Mercedes-Benz is renowned for producing some of the finest cars in the world, and with the CLA, the brand is bringing a new level of digital innovation and sustainability to the market. But through the ‘Class of Creators’ initiative, Mercedes-Benz is also showcasing how the artistic community can contribute to the evolution of the brand’s identity.
This collaboration is not just about a vehicle—it’s about telling a story. A story that connects art, fashion, music, and technology. Each artist involved is invited to create a visual representation of their personal interpretation of the CLA—an act that highlights how Mercedes-Benz is keen on exploring artistic diversity and pushing the boundaries of design, much like the very cars they produce.
Key Takeaways
- Ice Spice’s CLA Art Car marks the launch of Mercedes-Benz’s ‘Class of Creators’ campaign.
- Custom CLA Design seamlessly fuses Mercedes-Benz engineering with hip-hop artistry, bringing the worlds of fashion, art, and automotive design together.
- Mercedes-Benz of Manhattan celebrated the campaign’s debut with an immersive event titled “Stars, Sounds & Slices”, featuring performances, art, and exclusive CLA unveilings.
- Future Collaborations: The campaign will feature collaborations with major figures such as KidSuper, League of Legends, and Hot Wheels, who will each contribute their own interpretations of the CLA.
- This collaboration celebrates the intersection of technology and creativity, while giving Mercedes-Benz a platform to connect with diverse global communities.
A New Chapter in Automotive Innovation and Cultural Collaboration
The ‘Class of Creators’ campaign is more than just a marketing initiative; it represents a fundamental shift in how brands interact with culture. By aligning itself with influential creators across different industries, Mercedes-Benz is not only showcasing the future of automotive design but also embedding itself into the cultural fabric of the modern world.
Through this dynamic collaboration, Mercedes-Benz is showing that it’s not just about building cars—it’s about building connections, stories, and experiences that resonate with people. The CLA is no longer just a car; it’s a canvas for creativity, a platform for expression, and a symbol of what’s possible when art, innovation, and luxury come together.
In a world where the lines between industries are increasingly blurred, the ‘Class of Creators’ campaign stands as a testament to the power of creative expression and the future of luxury automobiles. The journey has only just begun, and we can expect to see even more groundbreaking collaborations in the future. For now, the CLA Art Car by Ice Spice serves as an inspiring starting point—a bold statement that speaks to the power of creative fusion and a forward-thinking vision of what the future holds for both Mercedes-Benz and the world of artistic innovation.