For the unveiling of the all-new CLA, Mercedes-Benz pulls out all the stops — automotive, artistic, a go-go, and all. Engulfed in panoramic views of Rome, the launch took place at Rome’s exclusive Villa Miani where a star-studded guest list gathered to witness the electric vehicle’s release. Celebrities in attendance included Camila Cabello, Ice Spice, Central Cee, Romeo Beckham, Mimi Keene, Evan Mock, A$AP Nast, and Daniel Caesar, and the evening was capped off with a surprise live performance by South African sensation Tyla.

Courtesy of Mercedes-Benz

The new CLA introduces Mercedes-Benz’s most advanced operating system yet, the MB.OS powered by AI from Microsoft and Google. The enhanced personalization and driver interaction marks the CLA as one of the most intuitive vehicles in the brand’s history, and its 800-volt all-electric architecture delivers faster charging times and greater energy efficiency.

Courtesy of Mercedes-Benz

Complementing its technological advancements, the CLA boasts a striking new design with an illuminated grille, star-shaped daytime running lights, and a seamless, full-width MBUX Superscreen inside the cabin. As for the interior’s minimalist luxury aesthetic, governed by an ethos of ‘less is more’, the CLA draws influence from the calm and simplicity of a Zen garden.

Courtesy of Mercedes-Benz

In an impressive feat of corporate sustainability, the car’s production process logged a 40% reduction in its carbon footprint. The CLA incorporates four times the recycled content in thermoplastics, 50% post-consumer recyclate, and fully recycled Econyl yarn in its floor coverings.

Courtesy of Mercedes-Benz

As part of the launch, Mercedes-Benz also introduced its newfound ‘Class of Creators’, bringing together talent from various industries to showcase the CLA’s influence beyond the automotive world. The collaboration includes rapper Ice Spice, Swedish interior designer Gustaf Westman, fashion designer Colm Dillane (KidSuper), gaming giant League of Legends, and toy car brand Hot Wheels.