Mercedes-Benz Places – Binghatti City: Dubai unveils a branded residential city at metropolitan scale

Dubai once again looks ahead of the global real estate curve with the launch of Mercedes-Benz Places – Binghatti City, a AED 30 billion (≈ USD 8.2 billion) urban development that redefines the scope of branded residences. Driven by Binghatti Developers in partnership with Mercedes-Benz, the project rises in Nad Al Sheba as a fully integrated “city within a city.”

With more than 13,000 homes across 12 landmark towers, the masterplan spans over 10 million square feet and will be delivered in three phases over approximately 3.5 years. The ambition goes beyond residential supply, introducing public spaces, green corridors and an urban infrastructure designed for a contemporary, high-end lifestyle.

Architecture inspired by automotive engineering

The architectural language draws directly from the Mercedes-Benz universe: fluid lines, aerodynamic volumes and a progressive interpretation of technological luxury. Each tower is conceived as a distinctive architectural object, articulated around a Grand Promenade that serves as the project’s backbone, linking residential zones with cultural and leisure areas.

Living, wellbeing and urban experience

The residential mix includes studios, one-bedroom and multi-bedroom apartments. Launch prices start from AED 1.6 million for studios and AED 2.6 million for one-bedroom units, with premium residences positioned on upper levels. Amenities include specialized sports clubs, wellness areas, pools, concierge services and spaces dedicated to art and culture, shaping a holistic experience that goes far beyond conventional housing.

The rise of branded cities

Binghatti City elevates the branded residence concept to a new dimension: not a single building, but an entire district defined by a brand. This approach reflects a global shift in which luxury brands extend their DNA beyond products, positioning themselves as curators of lifestyle ecosystems. Dubai, with its ability to attract international capital, creative talent and high-net-worth residents, provides an ideal testing ground for this evolution.

A signal to the global market

The project’s large-scale unveiling—marked by thousands of attendees and a production aligned with its ambition—reinforces market confidence in developments that combine brand power, design excellence and urban vision. For international investors and buyers, Mercedes-Benz Places – Binghatti City stands as a long-term asset aligned with Dubai’s ongoing transformation into a laboratory for the cities of tomorrow.

At Luxonomy, we see this launch as a clear indicator of where luxury real estate is heading: complete residential ecosystems, strong brand identity and an urban vision that integrates architecture, experience and enduring value. Dubai is not just building structures; it is shaping future ways of living.