Dubai Unveils Dh30 Billion Mercedes-Benz Branded City as One of the Largest Master-Planned Launches in Its History
Overview of a Landmark Branded Development
Dubai has announced detailed plans for a Dh30 billion master-planned residential development described as the world’s first Mercedes-Benz branded city. The project, titled Mercedes-Benz Places | Binghatti City, represents one of the most significant real estate launches in the emirate to date, both in scale and concept. Developed by Binghatti, the scheme is located in Nad Al Sheba near Meydan and will span more than 10 million square feet of built-up area.
The launch comes at a time when Dubai’s property market continues to demonstrate strong liquidity, depth, and investor confidence. Large-scale developments have increasingly been positioned as integrated urban districts rather than isolated towers, reflecting a broader evolution in residential planning across the city.
Strategic Location Within Dubai’s Urban Expansion Corridor
The development site in Nad Al Sheba places the project within close reach of key commercial and lifestyle hubs, including Downtown Dubai, Business Bay, and Dubai Hills Estate. The Meydan area has emerged as a focal point for future-facing master plans due to its connectivity, availability of large land parcels, and proximity to central Dubai.
This positioning allows the project to function as a self-contained urban district while remaining integrated with the wider metropolitan economy. Similar location dynamics have historically supported the maturation of communities such as Dubai Marina and Palm Jumeirah from early-stage developments into globally recognised residential destinations.
Master Plan, Scale, and Phasing Strategy
Mercedes-Benz Places | Binghatti City will be delivered across three phases over an estimated period of three and a half years. The master plan comprises 12 residential skyscrapers arranged around a central landmark structure known as the Vision Iconic tower. The signature building is planned to rise approximately 341 metres and will serve as the visual and architectural anchor of the development.
The remaining 11 towers are designed to step down in height away from the central tower, creating a graduated skyline and reinforcing the district’s spatial hierarchy. In total, the project will deliver more than 13,000 residential units, positioning it among the largest branded residential communities ever developed.
Residential Mix and Pricing Structure
According to the developer, the city will include approximately 13,386 homes, offering a broad mix of unit types. The breakdown includes 6,321 studios, 4,963 one-bedroom apartments, 1,653 two-bedroom homes, 431 three-bedroom units, and a limited number of four- and five-bedroom residences and penthouses. This diversified unit mix is designed to appeal to a wide range of buyer profiles, from investors to long-term end users.
Starting prices were announced at around AED 1.6 million for studios, AED 2.6 million for one-bedroom units, AED 3 million for two-bedroom apartments, and approximately AED 5 million for three-bedroom homes. Larger configurations occupy the upper end of the pricing spectrum. The project is being fully self-financed through Binghatti’s equity and internal cash flows, reducing exposure to external funding risk.
Design Philosophy and Brand Integration
The architectural and interior design of the city is guided by Mercedes-Benz’s “Sensual Purity” philosophy, translating automotive design language into a large-scale urban environment. Exterior elements reference the brand’s iconic grille through horizontal podium lines, metallic finishes, and silver and chrome accents. Visual effects are incorporated above podium levels to create a floating architectural impression.
Each of the 12 towers will be named after Mercedes-Benz concept vehicles, including Vision One-Eleven, Vision Mercedes Simplex, Vision Mercedes-Maybach 6, and Vision AVTR. Interior spaces are planned around a black-and-silver palette, incorporating leather, wood finishes, integrated technology, and brand-specific graphics.
Community Amenities and Lifestyle Infrastructure
At the core of the master plan is the Grand Promenade, a landscaped green spine designed to connect the towers through shaded walkways, water features, art installations, and elevated pedestrian paths. This central park aims to function as both a recreational and social focal point for residents.
The development will offer extensive leisure and wellness infrastructure, including family pools, infinity pools, splash zones, fitness centres, yoga spaces, outdoor training decks, and sky jogging tracks. In addition, 12 specialised sporting clubs are planned, offering activities such as padel, squash, climbing, Pilates, spin training, archery, and golf simulators.
Social and lifestyle facilities are set to include a ballroom, event hall, private screening lounge, e-sports lounge, concierge services, and integrated electric-vehicle mobility infrastructure. These features align with the growing demand for self-sufficient residential ecosystems observed across high-end developments by groups such as Emaar, DAMAC, and Sobha Group.
Market Context and Strategic Significance
The launch coincides with a record-breaking period for Dubai’s real estate market. In 2025, transaction volumes and values reached historic highs, supported by population growth, long-term residency initiatives, and economic diversification. Government programmes targeting investors, remote workers, and retirees have contributed to sustained demand across both off-plan and ready property segments.
Binghatti has positioned the Mercedes-Benz branded city as a strategic evolution of its earlier collaboration with the brand, expanding from a single tower concept into a fully integrated urban district. Mercedes-Benz has noted that this project represents the first time its brand identity has been applied across an entire city-scale environment.
Conclusion: A New Benchmark for Branded Urban Living
Mercedes-Benz Places | Binghatti City reflects Dubai’s continued capacity to absorb large-scale, design-led developments supported by strong fundamentals and long-term planning. By combining brand integration, diversified unit offerings, and extensive lifestyle infrastructure, the project signals a shift in branded real estate from exclusivity-driven models toward scalable urban communities.
Aurantius Real Estate provides research-driven advisory, off-plan access, and transaction support for investors and end users navigating Dubai’s evolving residential market. Through a focus on fundamentals, location strategy, and developer track records, Aurantius Real Estate supports informed decision-making aligned with long-term capital growth and asset resilience.
