Mercedes-AMG SL – more individual than ever

Step into the spotlight

A man wearing a purple T-shirt stands in front of a 3D billboard on which the SL is depicted
A man wearing a purple T-shirt stands in front of a 3D billboard on which the SL is depicted

Kraftstoffverbrauch kombiniert: 13.2 - 12.6 l/100 km | CO2-Emissionen kombiniert: 300 - 286 g/km | Emissionsangabe [1,2]

The SL has always been an icon: in every generation and for every generation. Its comfort, emotionality, power and versatility embody that uncompromising roadster feeling. And at the same time, it is always an expression of your personality.

The billboard icon

Innovative, interactive, inspiring

As with the Mercedes-AMG SL, extraordinary things were also made possible with the impressive 3D billboard to set a true milestone. In collaboration with digital artist Krista Kim, an artwork was created that reacts and interacts with its viewers: The colours of the vehicle change with the colour of your clothing. And gestures can be used to intervene directly in the filmic process.

Side view of the artist Krista Kim
Krista Kim
I collaborated with the Mercedes–AMG team to demonstrate the great innovation and variety of the SL. We wanted to show the customization of the experience of the AMG SL and I think that we came up with an incredible concept that's truly breakthrough and historic and we're very excited to present it into the world

Krista Kim

Technology as an artistic discipline

Krista Kim is an artist, entrepreneur and founder. She is interested in the digital realm and its impact on our perception, on the media and on social and communicative structures. Her work is equally situated in the digital as well as the physical realm, whether she is working in fashion or as the creative director of a virtual sports team. Her project "Mars House" was the first NFT property to be sold, and opened up completely new horizons in the Metaverse.

Related Content

Behind the Scenes #2

Penelope Guerrero walking across the runway


In this series of interviews exploring the all-new Mercedes-AMG SL ‘The Star is Reborn’ campaign, a range of key figures behind the reimagining of SL give insight on how AMG breathed new life into the global adored vehicle.

Kraftstoffverbrauch kombiniert: 9.4 - 8.9 l/100 km | CO2-Emissionen kombiniert: 214 - 201 g/km | Emissionsangabe [1,2]

An icon returns – revived by AMG

The Mercedes-AMG 300 SL and his 9 further developments

History of Mercedes SL

Almost 70 years after the legendary Mercedes-Benz 300 SL debuted, the development of the new SL generation is for the first time completely in the hands of Mercedes-AMG – The enthusiasm and expectations are unparalleled. We speak with Jochen Hermann and Dennis Heck of Mercedes-Benz Classic.