Mercedes-Benz has officially launched its Class of Creators campaign in New York City, beginning with a striking collaboration with rapper and style icon Ice Spice. The four-time Grammy-nominated artist revealed her custom CLA art car at the reopening of the fully renovated Mercedes-Benz of Manhattan dealership.
This marks the start of a year-long global campaign where artists from various creative fields will reinterpret the new CLA model through their personal lens. First introduced in Rome last month, the all-new CLA represents Mercedes-Benz’s push into a new era of electric and digital innovation. The car is described as the brand’s most intelligent and efficient production model to date. It also serves as the foundation for the Class of Creators, a global collaboration involving five visionaries from music, fashion, design, gaming, and art.
Ice Spice’s CLA art car is a bold visual remix of the vehicle’s aerodynamic form. It features a molten chrome finish with sparkling elements and personalized details that reflect her “Princess of Rap” image. The design includes diamond-inspired accents and symbols linked to her identity. Alongside the car, Ice Spice will also release a limited-edition capsule collection. The line includes pastel and black hoodies and t-shirts that echo the car’s style and mood.
“Ice Spice brings a bold, authentic voice that resonates far beyond music,” said Bettina Fetzer, Vice President of Digital & Communications at Mercedes-Benz AG. “With the Class of Creators, we’re using the CLA to start new conversations and connect with the communities shaping culture today.”
The New York launch event, themed Stars, Sounds & Slices, welcomed over 350 guests. The evening celebrated both the artistic debut and the official market launch of the CLA. Highlights included a live performance by the cast of Broadway’s Hell’s Kitchen and a DJ set by Brooklyn-based artist LPX. The event blended elements of art, fashion, and automotive design, creating a unique cultural experience.
The Class of Creators series will continue on May 22 with Swedish interior designer Gustaf Westman. On June 28, fashion designer Colm Dillane, known as KidSuper, will unveil his version of the CLA. Later in the year, collaborations with toy brand Hot Wheels and gaming giant League of Legends will be revealed. Each artist will create a unique CLA art piece along with original content. Some will also launch exclusive capsule fashion collections.
Together, these collaborations explore the intersections of car design, culture, and creativity. Mercedes-Benz is positioning the CLA as more than a car—it’s a creative platform. Through this initiative, the company invites the public to rethink mobility, identity, and innovation in a future-focused world.
