Luxury has long been defined by objects — a motor car, a watch, a residence. In Dubai, Mercedes-Benz is expanding that definition into something far more ambitious: an entire city shaped by design, movement, and intention.
Unveiled in partnership with Dubai-based developer Binghatti, the newly announced Mercedes-Benz Places | Binghatti City marks the world’s first Mercedes-Benz–branded city. Planned for the Meydan district, the development reimagines what it means for a luxury brand to move beyond products and into the fabric of daily life.
Conceived as a “city within a city,” the masterplanned district spans approximately nine million square feet and brings together a collection of residential towers within a fully integrated urban ecosystem. Here, living, leisure, mobility, and community converge — not as separate destinations, but as a seamless whole.
This is not Mercedes-Benz lending its name to real estate. It is the brand translating its design philosophy — known as Sensual Purity — from automotive form into architecture and urban life. Sculptural silhouettes, refined geometry, and clarity of line guide the masterplan, echoing the visual language that has defined the marque for generations.
Residents will find more than luxury residences. The district is designed to support everyday life within walking distance, weaving together retail boulevards, green corridors, wellness and sports zones, cultural and leisure spaces, dining venues, and mobility hubs. The intention is coherence — a place where architecture, services, and movement speak the same language.
For Mercedes-Benz, the project represents the evolution of a broader vision. Following its first residential tower with Binghatti in Downtown Dubai and the brand’s U.S. debut in Miami, this new development expands the idea of branded living from a single landmark into an interconnected urban district. It signals a shift from iconic buildings to immersive environments.
“Creating extraordinary experiences is at the core of who we are,” said Mathias Geisen, Member of the Board of Management of Mercedes-Benz Group AG. With this project, the brand moves closer to shaping destinations that feel less like developments and more like homes — places where luxury becomes lived, not displayed.
For Binghatti, the collaboration marks its first masterplanned community and a defining moment in its architectural narrative. Chairman Muhammad BinGhatti describes the vision as a world-class urban experience — one that fuses innovation, precision, and timeless design into a destination that reflects Dubai’s global ambition.
What makes Mercedes-Benz Places | Binghatti City compelling is not scale alone, but intent. In an era when luxury increasingly centers on experience rather than excess, this project proposes a new model: a city curated with the same discipline and clarity once reserved for a single automobile.
In Dubai — a city that has always understood the power of vision — Mercedes-Benz is not just designing buildings. It is designing a way of life, one street, tower, and moment at a time.
