Dubai is a city of the future, built from the sands of nothing to shape and define what a true modern city should look and feel like. As a result, the city’s real estate landscape is no stranger to spectacle; that’s what money and a want for only the best will do, but Mercedes-Benz Places | Binghatti City marks a meaningful shift in how branded living is imagined at scale. Announced by Mercedes-Benz and Binghatti Developers, the project is conceived as a true “city within a city” in Dubai’s Meydan area, spanning nearly 9 million square feet and featuring more than 13,000 residences across 12 towers. This is the duo’s second collaboration, but where the first was a single landmark tower, this development expands the idea into a fully masterplanned community that embeds brand identity into an entire urban environment.
What makes the project significant is the way Mercedes-Benz’s design philosophy of Sensual Purity is translated beyond automotive design and into architecture, interiors, and public space. The towers share a cohesive visual language that suggests motion and refinement, while each building is named after a Mercedes-Benz concept car, linking heritage with future vision. Interiors follow a reduced and timeless palette of black and silver, softened by leather and wood, with technology integrated to elevate everyday living rather than dominate it. Landscape design plays an equally important role, with a Grand Promenade connecting green spaces, water features, family zones, and social hubs, reinforcing walkability and community as core values rather than afterthoughts.
Lifestyle is central to the masterplan. Wellness, sport, and recreation are woven throughout the development with pools, fitness facilities, sky jogging tracks, and a wide range of specialized sports clubs. Social life is supported by event spaces, private lounges, concierge services, and retail elements, while integrated EV infrastructure and mobility services reflect a forward-looking approach to sustainable urban living. Instead of offering luxury as exclusivity alone, the project frames it as a holistic experience shaped by design, movement, and connection.
That ambition was clear at the launch celebration in Dubai, a high-profile event hosted by Terry Crews and highlighted by a special performance from Andrea Bocelli, setting the tone for a project that is as much a cultural statement as real estate development. In a city defined by scale and speed, this “Mercedes-Benz City” matters because it signals the next evolution of luxury living, one where brand, community, and urban life are fully intertwined.
The importance of Mercedes-Benz Places | Binghatti City lies in what it represents for Dubai and for branded real estate globally. Valued at over AED 30 billion, it pushes branded residences beyond logo-driven luxury into immersive placemaking. Phase one of the city is set to start and be completed in 3.5 years, with the entire twelve-building city reaching completion in over 5 years. An incredibly ambitious goal that only Dubai could set and meet. We look forward to seeing the finished project once it’s… completed.
