Mercedes-Benz and Binghatti Developers have unveiled Mercedes-Benz Places | Binghatti City, a large-scale branded residential development in Dubai that signals a shift in the ambition and scale of branded real estate in the emirate.

Announced on January 14, 2026, the project will cover nearly nine million square feet in the Meydan district and comprise more than 13,000 residences across 12 towers. A central structure, Vision Iconic, will anchor the development, with the surrounding buildings unified by an architectural language drawn from Mercedes-Benz’s design philosophy, Sensual Purity.

“This is the first time we apply our brand DNA at a true urban scale,” said Axel Harries, Head of Global Service and Parts at Mercedes-Benz AG, describing the project as an extension of the company’s customer-centric approach beyond mobility.

Design references draw directly from the Mercedes-Benz brand, with horizontal podium lines echoing automotive grille elements and chrome and technical silver finishes reflecting its industrial heritage. Each of the 12 towers will be named after a Mercedes-Benz concept car, thereby embedding the brand’s identity throughout the development.

For Binghatti Developers, the project marks a move away from standalone branded towers toward fully integrated communities. “We are moving from individual buildings to a fully integrated master-planned community,” said Muhammad BinGhatti, Chairman of Binghatti Developers, citing growing demand in Dubai for lifestyle-led developments.

Interiors will feature neutral palettes, natural materials, and integrated technology, while the outdoor layout prioritizes walkability and shared spaces. A central promenade will connect water features, event spaces, and family-oriented zones across the site.

Amenities will focus on wellness, recreation, and community living, including fitness facilities, sports clubs, social spaces, and EV-ready mobility infrastructure. According to the partners, the development is designed to support everyday living as much as premium positioning.