Just over a month ago, we touched on Dubai-based Binghatti announcing Mercedes-Benz Places by Binghatti in a historic signing that took place in Stuttgart. At the latest black-tie unveiling, Binghatti, a developer who is rapidly transforming the skyline of the desert metropolis, has raised the stakes again, presenting the world’s first Mercedes-Benz-branded city. The Meydan district in Dubai, United Arab Emirates is home to more than 10,000,000 square foot. This is the second Mercedes-Benz project in Dubai, with Binghatti. However, it is the first to apply the brand’s design philosophy on a true city scale. 13,386 residences are spread across 12 towers and are anchored by a central Vision Iconic building, inspired by the Vision Iconic Concept Car first shown in October of last year.
Studios account for 6,321 units. There are 4,963 one-bedroom homes. The number of two-bedroom homes is 1,653. Four-bedroom houses are 431 in number. There are only nine four-bedroom houses and a small number of five-bedroom houses at the top. Gargash Motors displayed a carefully curated selection of Mercedes-Benz AMG and other models just outside. The interior featured abstract art, themed grilles and the Ponton three-pointed stars from the 1980s. The red-on-black Mercedes-Benz PureSpeed open-top roadster that was also seen earlier in the season at the
1000 Miglia Experience Opening Day,
, attracted large crowds. The evening was hosted by Terry Crews, a star from Hollywood. Muhammad Binghatti and Shehab Gargash unveiled the Vision concept on stage. A spectacular drone show lit up the night skies, revealing the towers. The masterplan was shaped by Mercedes-Benz Sensual Purity, which translated the brand DNA into architecture. The sequential placement of the towers conveys precision and motion. Horizontal podium lines echo iconic grille. <- Gallery ->
“With Mercedes-Benz Places, we transfer the unique DNA of our brand into holistic, customer-centric, and connected living spaces. This project is a benchmark in exclusive and integrated urban living. This year, we celebrate 140 years of our company’s history. Binghatti City marks the first time we apply it at true urban scale, an entire living environment, a city within a city, that bears our unmistakable identity.” – Axel Harries, Head of Global Service and Parts at Mercedes-Benz. Each of the 12 towers is named after a Mercedes Benz concept car. This links heritage and future vision to the built environment. Vision One-Eleven Vision Mercedes Simplex Vision Mercedes-Maybach 6 and Vision AVTR. Restraint is the main theme inside the residences. Interiors use a base of black and silver, with layers of leather and wood for warmth and comfort. Brand cues appear through both materials and detailing.The masterplan centers on a landscaped Grand Promenade that links key zones and amenities, using green corridors and elevated walkways to connect buildings with the surrounding park. Lifestyle facilities are centered around wellness, recreation and community. They include multiple pools and waterplay areas, extensive training and fitness spaces, and twelve specialized sports club. Social infrastructure ranges from event and entertainment venues to concierge-led services, while EV charging and connected mobility are fully integrated into the development.“Our collaboration with Mercedes-Benz continues to evolve beyond individual buildings into a fully integrated masterplan community. Mercedes-Benz Places | Binghatti City represents our shared ambition to redefine how branded living is experienced at scale, where design, innovation, and community come together to shape the future of urban life in Dubai.” – Muhammad Binghatti – Chairman, Binghatti Holding.
Dubai’s wider context explains why this keeps happening here. Miami is now the city with the most branded residential developments in development. The automotive brands are driving the trend. Bugatti has already begun construction. This announcement comes just weeks after
Binghatti completed the most expensive penthouse in the Middle East, selling for AED 550,000,000 ($150 million).
At its Bugatti-branded Project in Business Bay. It was not about the units. It was about signaling where ultra-luxury developments are the region is heading next.
Images: Khris Bharath, Mercedes-Benz