It seems that Mercedes-Benz is no longer satisfied with shaping the way you drive. Now the star also wants to shape your life. A new luxury real estate project was announced today: the first Mercedes-Benz-branded city to be developed in partnership with Dubai-based Binghatti, one of the United Arab Emirates’ (UAE) top developers. Known as Mercedes-Benz Places | Binghatti City, the project is planned for Meydan district. Set against the spectacular Dubai skyline, it will take shape as a multi-tower project with an area of around 9 million square meters.
Now, unlike most branded towers, this project aims to function as a true “city within a city”. The master plan combines luxury residences with shopping boulevards, cultural and leisure areas, parks, green corridors, wellness and sports zones, dining options and entertainment options in close proximity to each other. The aim is for daily needs to be within walking distance and linked to intelligent mobility solutions. Futurologists from the German brand have imagined what cities of the future could look like, and this project fits that narrative.
For Mercedes-Benz, this project in Dubai also represents a clear evolution of its brand real estate strategy as part of the global rollout of Mercedes-Benz Places. The company entered this space for the first time with a 65-story residential tower in downtown Dubai. Also is developed with Binghatti. The company then expanded into the United States with a project in Miami developed jointly with JDS Development Group, where construction is also underway and homes are already on the market.
Binghatti City further advances the concept towards a connected neighborhood that translates brand values into urban planning rooted in the Mercedes-Benz “Sensual Purity” design language. The philosophy known from the brand’s automotive portfolio relies on clear surfaces, visual restraint and sculptural form.
Creating exceptional experiences for our customers is at the core of who we are. With our next branded real estate project “Mercedes-Benz Places – Binghatti City” in Dubai, we are taking this promise to a new level and designing destinations where our brand becomes something you can truly call home. – Mathias Geisen, Member of the Board of Management of Mercedes-Benz Group AG.
For Binghatti, development has the same weight. It represents the company’s first master-planned community, taking a step beyond standalone towers and expanding into large-scale urban ecosystems.
The renewed partnership with Mercedes-Benz is proof of our shared philosophy of excellence, precision and timeless design. “Mercedes-Benz Places – Binghatti City” aims to be a world-class urban experience, a place where luxury and innovation come together to create a complete city within the city. This masterplan will become one of Dubai’s premier destinations and a true symbol of upscale living. – Muhammad BinGhatti, Chairman, Binghatti Developers.
Brand equity continues to transform luxury real estate. Miami founded automobile manufacturing with residential towers from Porsche, Bentley and Aston Martin. In a category-defining move, duPont Registry Group has partnered with Fortune International on a tower designed by Pininfarina exclusively for car collectors. Watchmakers like Audemars Piguet have specialized in the hospitality industry with a luxury hotel in Switzerland.
Dubai is now second only to Miami in the number of branded residences currently under development. Bugatti is building a branded residential tower in Business Bay, while aftermarket automotive brands such as Mansory and Brabus also announced projects earlier this year. Beyond the automotive industry, the Trump Organization has re-entered the market with an 80-story high-rise and hotel unveiled by Eric Trump with a planned $1 billion investment and the world’s tallest outdoor pool. Jacob & Co. has a 103-story tower under construction. The Watchamer announced a beach development between Dubai and Abu Dhabi back in May. Wynn Resorts is developing the region’s first casino in the emirate of Ras Al Khaimah, while Nakheel Palm has revived Jebel Ali, expanding the blueprint for what luxury living looks like in the region today.
Images: Mercedes-Benz, Binghatti
