- Mercedes-Benz and Binghatti have unveiled a massive multi-tower branded city in Dubai.
- The masterplanned development combines luxury residences with retail, parks, wellness zones and more.
- Mercedes-Benz Places | Binghatti City is the brand’s first full district-scale development.
Mercedes-Benz has officially stepped beyond the driveway and into full-scale urban development, unveiling what it calls the world’s first Mercedes-Benz branded city.
Known as Mercedes-Benz Places | Binghatti City, the vast project will rise in Dubai’s Meydan district as a multi-tower, masterplanned community spanning around 9 million square feet.
This marks the second collaboration between Mercedes-Benz and Dubai-based developer Binghatti, and the most ambitious yet, transforming the brand’s real-estate concept from a single landmark into an entire “city within a city”.
From carmaker to city shaper
The development will combine luxury residential towers with a broad mix of amenities, including retail boulevards, green corridors, parks, wellness and sports zones, cultural spaces, and dining and entertainment precincts. Mobility hubs are also planned, reinforcing Mercedes-Benz’s intent to integrate transport thinking directly into the urban fabric.
Mercedes-Benz says the aim is to create a walkable environment where daily needs are close at hand, blending architecture, services and mobility into a coherent whole rather than a collection of standalone buildings.
“Creating extraordinary experiences for our customers is at the core of who we are,” said Mathias Geisen, Member of the Board of Management Mercedes-Benz Group AG, Marketing & Sales. “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.”
Binghatti doubles down
For Binghatti, the project represents its first masterplanned community.
“To partner once again with Mercedes-Benz is a testament to our shared philosophy of excellence, precision and timeless design,” said Muhammad BinGhatti, Chairman of Binghatti Developers. “‘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.”
Sensual Purity, supersized
The project builds on Mercedes-Benz Places’ earlier developments: a 65-storey residential tower already underway in Downtown Dubai, and a community-focused project currently under construction in Miami. With Binghatti City, Mercedes-Benz is scaling the idea into a connected district while translating its “Sensual Purity” design philosophy from vehicles into architecture.
Mercedes-Benz describes the move into branded real estate as part of a broader push toward holistic brand experiences, creating new touchpoints beyond the car itself.
Details such as construction timelines, pricing and resident access to mobility services have not been disclosed yet, but the intent is clear: for Mercedes-Benz, the future of luxury isn’t just about what you drive, but where (and how) you live.