It appears that Mercedes-Benz is no longer content with shaping the way you drive. Now the three-pointed star also wants to shape the way you live. Earlier today, a new luxury real-estate project was announced: the first Mercedes-Benz-branded city, being developed with Dubai-based Binghatti, one of the United Arab Emirates’ (U.A.E.) top developers. Known as Mercedes-Benz Places | Binghatti City, the project is planned for the Meydan district. Set against the spectacular skyline of Dubai, it will take shape as a multi-tower development, spanning roughly 9 million square feet.
Now, unlike most branded towers, this project aims to function as a true “city within a city.” The masterplan brings together luxury residences with retail boulevards, cultural and leisure areas, parks, green corridors, wellness and sports zones, dining destinations, and entertainment venues in close proximity to each other. The goal is that daily needs must sit within walking distance, all tied in with intelligent mobility solutions. Futurists from the German marque have envisioned what cities of the future could look like, and this project fits that narrative.
For Mercedes-Benz, this project in Dubai also marks a clear evolution of its branded real-estate strategy as part of its global roll‑out of Mercedes‑Benz Places. The company first entered this space with a 65-story residential tower in Downtown Dubai, also being developed with Binghatti. It then expanded to the United States with a project in Miami, developed alongside JDS Development Group, where construction is also in progress, and residences are already on the market.
Binghatti City pushes the concept further, into a connected district that translates brand values into urban planning, which are rooted in Mercedes-Benz’s design language of “Sensual Purity.” The philosophy, familiar to us from the brand’s automotive portfolio, emphasizes clean surfaces, visual restraint, and sculptural form.
Creating extraordinary 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 – shaping 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, the development carries equal weight. It represents the company’s first masterplanned community, a step beyond standalone towers, expanding into large-scale urban ecosystems.
To partner once again with Mercedes‑Benz is a testament to our shared philosophy of excellence, precision, and timeless design. ‘Mercedes‑Benz Places – Binghatti City’ is envisioned as a world-class urban experience, a place where luxury and innovation converge to create a complete city within a city. This masterplan will become one of Dubai’s most distinguished destinations and a true symbol of elevated living. - Muhammad BinGhatti, Chairman, Binghatti Developers.
Brand equity continues to reshape luxury real estate. Miami established the automotive blueprint with residential towers from Porsche, Bentley, and Aston Martin. In a category-defining move, duPont Registry Group partnered with Fortune International on a tower designed by Pininfarina exclusively for car collectors. Watchmakers like Audemars Piguet have expanded into hospitality with a luxury hotel in Switzerland.
Dubai now ranks second only to Miami in the number of branded residences currently under development. Bugatti has a branded residential tower underway in Business Bay, while aftermarket automotive brands like Mansory and Brabus also announced projects earlier this year. Beyond automotive, the Trump Organization has re-entered the market with an 80-story tower and hotel unveiled by Eric Trump, featuring a planned $1 billion investment and the world’s highest outdoor pool. Jacob & Co. has a 103-storey tower under construction. The watchamer also announced a beachfront 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 has revived Palm Jebel Ali, expanding the blueprint for what luxury living in the region now looks like.
Images: Mercedes-Benz, Binghatti
