Binghatti and Mercedes-Benz have unveiled Mercedes-Benz Places | Binghatti City, the world’s first branded city by the iconic automotive brand. The AED 30 billion development spans more than ten million square feet in Nad Al Sheba and marks Binghatti’s first master-planned community.
The launch followed the success of the partners’ first collaboration and signals a major step forward in branded real estate. The project blends automotive design with large-scale urban planning to create a new living concept in Dubai.
The unveiling event took place in Meydan and drew 25,000 guests, the largest audience ever at a Binghatti event. Hollywood actor Terry Crews hosted the evening. A large drone display filled the sky as two key moments shaped the programme.
The first reveal introduced VISION ICONIC, Mercedes-Benz’s latest concept car. This marked its first showcase in the Middle East. The design takes inspiration from the 1930s era of automotive history. The night opened with a live performance by Italian tenor Andrea Bocelli.
The second reveal presented the full masterplan. The community will feature twelve towers designed to create a single architectural identity. A laser show traced the layout across Nad Al Sheba, followed by fireworks to close the event.
The project will be delivered in three phases. Homes will range from studios to three-bedroom apartments. The Vision Iconic tower will also include four and five-bedroom residences. A spiralling signature tower will sit at the centre of the development as its main design feature.
The Grand Promenade forms the heart of the community. This large green space focuses on sustainability and outdoor living. It includes water features, shaded gardens, art areas, walking paths, and landscaped hills. The design introduces twelve themed zones for residents.
Residents will have access to a full range of premium facilities, including twelve sports clubs and indoor leisure spaces. Chairman Muhammad Binghatti said the brands returned “not only to build upon the success of their first collaboration, but to imagine what the future of living can become when automotive ingenuity and architectural innovation converge at a city scale.”
Mathias Geisen, Member of the Board of Management, Mercedes-Benz Group AG, Sales & Customer Experience said that “This masterplan represents the purest expression of the brand’s design philosophy, extending our DNA from the automobile into a living environment crafted with technical precision.”
Mercedes-Benz Places | Binghatti City aims to connect mobility, architecture, and technology in one integrated district. This second partnership between the two brands sets a new standard for branded residential developments in Dubai.
