MERCEDES-BENZ
CLA WORLD PREMIERE ROMA
︎ROME ITALY, 2025
EXPERIENTIAL DESIGN | CONCEPT | BRAND DESIGN
Brand and Concept design for the World Premiere of the new Mercedes-Benz CLA. the project consisted of transforming one of Rome’s most iconic venues, Villa Miani, into the ultimate opening celebration, reflecting a new era of innovation and creativity for the automotive enterprise.
︎︎︎ IDEA TO EXECUTION
CLA WORLD PREMIERE ROMA
︎ROME ITALY, 2025
EXPERIENTIAL DESIGN | CONCEPT | BRAND DESIGN
Brand and Concept design for the World Premiere of the new Mercedes-Benz CLA. the project consisted of transforming one of Rome’s most iconic venues, Villa Miani, into the ultimate opening celebration, reflecting a new era of innovation and creativity for the automotive enterprise.
︎︎︎ IDEA TO EXECUTION
1 CONCEPT AND VISION
The guiding ambition for the Mercedes‑Benz CLA world premiere was to create a spatial and experience design that didn’t just host a car unveiling, but embodied the spirit of the new CLA as a ‘Class of its Own’. Leading under CONSUL, we were tasked with transforming Villa Miani into an immersive celebration that was the epitome of grandeur through emotional resonance. From the moment guests stepped onto the red‑carpeted entrance to when they took in panoramic views of the city, every element aimed to reflect Merecedes-Benz’ new approach - one mirrored in the vehicle that was being introduced taht night.
The guiding ambition for the Mercedes‑Benz CLA world premiere was to create a spatial and experience design that didn’t just host a car unveiling, but embodied the spirit of the new CLA as a ‘Class of its Own’. Leading under CONSUL, we were tasked with transforming Villa Miani into an immersive celebration that was the epitome of grandeur through emotional resonance. From the moment guests stepped onto the red‑carpeted entrance to when they took in panoramic views of the city, every element aimed to reflect Merecedes-Benz’ new approach - one mirrored in the vehicle that was being introduced taht night.
2 GOALS AND INSPIRATIONS
At the heart of the design was the idea of a journey and building anticipation for the night. Villa Miani’s commanding position overlooking Rome became a metaphor for transition: from heritage to future, from elegance to electrification. Designs drew inspiration from classical Italian art and architecture, the sort which speaks to centuries of layered refined human experience, and translated that into spatial sequences that felt both contemporary and deeply rooted in its architectural context.
Music and live performance were integral to extending this creative language beyond architecture into emotion. Throughout the evening, curated soundscapes guided attendees through contrasting atmospheres: a live string quartet set a tone of refinement, DJ & producer Benji B energized the midway transition and a surprise performance by Tyla cumilated the climax of the night’s journey.
At the heart of the design was the idea of a journey and building anticipation for the night. Villa Miani’s commanding position overlooking Rome became a metaphor for transition: from heritage to future, from elegance to electrification. Designs drew inspiration from classical Italian art and architecture, the sort which speaks to centuries of layered refined human experience, and translated that into spatial sequences that felt both contemporary and deeply rooted in its architectural context.
Music and live performance were integral to extending this creative language beyond architecture into emotion. Throughout the evening, curated soundscapes guided attendees through contrasting atmospheres: a live string quartet set a tone of refinement, DJ & producer Benji B energized the midway transition and a surprise performance by Tyla cumilated the climax of the night’s journey.
3 EXECUTION AND OUTCOME
The launch wasn’t just a press moment but also a cultural gathering that attracted a star‑studded audience. This included Camila Cabello, Central Cee, Romeo Beckham and Daniel Caesar, among others.
Across social and broadcast platforms, content tied to the event accumulated engagement with over ten thousand views and interactions with the official premiere videos being viewed on YouTube and shared widely across social feeds; a reflection the event’s cultural impact beyond its guest list.
The launch wasn’t just a press moment but also a cultural gathering that attracted a star‑studded audience. This included Camila Cabello, Central Cee, Romeo Beckham and Daniel Caesar, among others.
Across social and broadcast platforms, content tied to the event accumulated engagement with over ten thousand views and interactions with the official premiere videos being viewed on YouTube and shared widely across social feeds; a reflection the event’s cultural impact beyond its guest list.