Dubai is set to redefine branded urban living with the announcement of the world’s first Mercedes-Benz branded city, developed through a landmark partnership between Binghatti Developers and Mercedes-Benz. Named Mercedes-Benz Places – Binghatti City, the ambitious project marks the first time the iconic automotive brand has expanded beyond a single building into a fully masterplanned urban district. It is also Binghatti Developers’ first large-scale masterplanned community.
The development represents a massive investment of approximately AED 30 billion (around USD 8.2 billion) and will cover more than 10 million square feet in Dubai’s prestigious Meydan–Nad Al Sheba area. Designed as a self-contained “city within a city,” the project aims to blend luxury living with everyday functionality, creating a holistic lifestyle destination.
Plans for Mercedes-Benz Places – Binghatti City include high-end residential towers integrated with retail boulevards, leisure and cultural spaces, landscaped green parks, and pedestrian-friendly corridors. Thousands of residential units will be supported by wellness zones, entertainment venues, dining destinations, and smart mobility hubs, promoting a walkable, interconnected urban environment aligned with modern city living.
The architectural vision draws inspiration from Mercedes-Benz’s signature Sensual Purity design philosophy. This approach emphasizes clean lines, refined detailing, and understated elegance, extending the brand’s design DNA from vehicles into the fabric of an entire city. The project signals an evolution in branded real estate, moving beyond standalone luxury residences to a fully immersive, city-scale lifestyle experience.
The partnership between Binghatti Developers and Mercedes-Benz was formally sealed during a signing ceremony in Stuttgart, Germany, underscoring the global significance of the collaboration. The project is scheduled for its official unveiling in January 2026 and is expected to set a new global benchmark for branded urban developments, seamlessly combining automotive design heritage with forward-thinking city planning.
