LONDON — Mercedes-Benz made a hurrah for its latest car launch, the CLA in Rome.
The German automotive brand took over Villa Miani with a host of stars including Romeo Beckham, Camilla Cabello, Central Cee, Ice Spice, Mimi Keene and Evan Mock.
At the event Mercedes-Benz announced its new “Class of Creators” project, where rapper Ice Spice; interior designer Gustaf Westman; fashion designer and artist Colm Dillane, otherwise known as KidSuper; gaming platform League of Legends and the toy car brand Hot Wheels would be producing “visions and content inspired by the all-new CLA as a creative platform.”
The collaborations will be rolled out throughout the year during various events.
Tyla performing in Rome.
Mercedes-Benz
Guests were serenaded by South African singer Tyla, who performed some of her hit tracks including “Water.”
“Rome has an incredible history of culture, art and design, and it is the perfect place for us to reveal our all-new CLA. This new CLA is the cleverest car we’ve ever made and sets new standards for now and into the future,” said Bettina Fetzer, vice president of Mercedes-Benz’s digital and communications arm.
Ola Kaellenius, chief executive officer of Mercedes-Benz Group AG, said that the premiere of the new CLA car in Rome was as “iconic and timeless as Mercedes-Benz — was more than just another car launch. It marks the beginning of a new era for Mercedes-Benz and for our customers: The CLA will be the most efficient and the most intelligent Mercedes we’ve ever made.”
She added that the one-liter car is for the “electric age — and at the same time will also be available as a highly efficient hybrid version. It is the first in a series of new models we’re adding to the Mercedes-Benz family.”
