The car brand Mercedes-Benz, in partnership with real estate developer Binghatti, is building a mega urban project or a new city in Dubai that redefines the relationship between brand, design, and lifestyle.
The complex, called “Mercedes-Benz Places | Binghatti City,” is shaping up to be a true city within a city — a luxury residential development that brings the aesthetic and conceptual DNA of the iconic German company into a livable environment.
Located in the Meydan district, in the Nad Al Sheba area, the project is not just a group of residential towers, but an ambitious urban model that integrates housing, commerce, wellness, and leisure under a single identity: exclusivity.
A luxury city in Dubai created by the automotive company Mercedes-Benz
The development will cover a built area of about 900,000 square meters and will consist of 12 residential skyscrapers, which, together, will house more than 13,000 luxury homes. The central feature will be the imposing Vision Iconic Tower, a structure approximately 341 meters tall with 65 floors, which will serve as the architectural symbol of the complex.
The proposal is presented as the first urban environment in the world conceived under the Mercedes-Benz concept and brand, going far beyond a simple commercial partnership. According to the developers, the project incorporates elements typical of the brand’s automotive design: elegant lines, integrated technology, attention to detail, and a premium experience aimed at high-income residents.
Among the standout features are private pools in some residences, high-end finishes, wellness areas, sports facilities, commercial boulevards, and green spaces. Options such as vehicle elevators and in-residence garages have even been announced, a direct nod to the automotive universe that defines the German brand.
The estimated investment in the project is around €7 billion (about US$8.3 billion), making it one of the most ambitious residential developments ever linked to a luxury brand.
@sergi.galiano They’re Building a Mercedes-Benz City in Dubai🤯@Mercedes-Benz #car #luxury #supercar ♬ original sound – Sergi
Launch, prices, and outlook
The official launch event took place in January 2026 at the Meydan Racecourse. Initial prices place studio units starting at approximately US$354,000, while one-bedroom apartments start at over US$612,000, confirming that the target market is clearly international and high-net-worth buyers.
The first iconic tower of the complex is expected to be completed by the end of 2026, marking the beginning of a development that could redefine Dubai’s real estate landscape.