Bugatti’s doing it in Dubai, and now Mercedes-Benz is, too.
Mercedes-Benz announced in December 2023 its first-ever real estate venture, Mercedes-Benz Places, in collaboration with leading Emirati luxury developer Binghatti in what appears to be a growing trend of automotive brands adding a new business unit to their balance sheets: Designing high-end homes.
The future Mercedes-Benz-branded 65-storey skyscraper will soar 1,118 feet above downtown Dubai, near some of the city’s most prominent landmarks including the Dubai Mall and the Museum of the Future when completed at an unspecified date. It will also proffer with unobstructed views of the Burj Khalifa says the developer.
“We are profoundly excited to be working alongside Mercedes-Benz – a truly iconic name – to develop the first Mercedes-Benz-branded luxury residence in the world,” said Binghatti CEO Muhammad BinGhatti in a statement to the press.
“Mercedes-Benz Places in Dubai is not merely a real-estate development; it will also place community and mobility at its core, setting a new benchmark for intelligent living,” he added.
The announcement follows a year of conceptualisation defining and refining the architecture and aesthetic which will revolve around the Mercedes-Benz design philosophy of ‘Sensual Purity’.
Based on initial renderings, it appears the exterior silhouette of the hypermodern tower will feature the three-point Mercedes-Benz emblem while future occupants can look forward to dwelling amongst smart home technologies, intelligent mobility solutions and high-end finishes.
“With Mercedes-Benz Places in Dubai, we are going beyond automotive to create outstanding brand moments,” said Britta Seeger, member of the Board of Management Mercedes-Benz Group AG.
“Our aim with our first branded, real estate residential tower is to create new, desirable grounds that inherit our brand’s DNA and give our customers a place to arrive, unwind and come home to.”
More details about the groundbreaking project will be revealed during a launch event in January 2024 says Binghatti. The renowned developer that is also behind some of Dubai’s most exciting upcoming addresses fashioned for the elite including the Burj Binghatti Jacob & Co Residences in partnership with the luxury watchmaker and jewellery brand, as well as the 42-storey Bugatti Residences that will be completed in 2026, replete with private elevators for your cars.