Mercedes-Benz and Binghatti Present the First Branded City in Dubai

Mercedes-Benz and developer Binghatti announced plans for the world’s first Mercedes-Benz branded city in Dubai, expanding the Mercedes-Benz Places concept.

Mercedes-Benz has announced the launch of Mercedes-Benz Places | Binghatti City, the world’s first city developed entirely under the Mercedes-Benz brand, in partnership with Dubai-based developer Binghatti. Planned for the Meydan district of Dubai, the project is conceived as a large-scale “city within a city,” combining residential living, urban infrastructure and mobility solutions within a single integrated environment.

The development marks the second collaboration between Mercedes-Benz and Binghatti and represents Binghatti’s first fully masterplanned community. With a total area of approximately nine million square feet, the project expands Mercedes-Benz Places from standalone architectural landmarks into a multi-tower urban district.

According to the announced concept, the masterplan will integrate residential towers with cultural and leisure areas, retail boulevards, parks and green corridors, as well as wellness, sports and community spaces. Mobility hubs are also planned as part of the urban fabric, reflecting the intention to provide daily services within walking distance and to create a cohesive living environment where architecture, services and mobility are closely connected.

The project builds on the global rollout of Mercedes-Benz Places. The first joint development with Binghatti — a 65-storey residential tower in Downtown Dubai — is already under construction, while Mercedes-Benz has also entered the U.S. real-estate market through a branded residential project in Miami developed with JDS Development Group. With Binghatti City, the concept evolves from individual buildings to a connected district.

Architecturally, the new development translates Mercedes-Benz’s Sensual Purity design philosophy from automotive design into the built environment. The approach reflects the brand’s ambition to extend its design language beyond vehicles and into architecture and urban planning.

Through branded real estate, Mercedes-Benz continues to pursue a strategy of creating holistic brand experiences beyond the automotive sector. Mercedes-Benz Places | Binghatti City is positioned as part of this broader vision, offering new touchpoints for the brand while embedding mobility, design and lifestyle within a unified urban setting.