Mercedes-Benz and Binghatti Launch the World’s First Branded City

A new milestone in global real estate has arrived. Mercedes-Benz and Binghatti have officially unveiled the world’s first Mercedes-Benz branded city, set in the heart of Dubai. More than a branded residence, this is a masterplanned urban destination. Known as Mercedes-Benz Places | Binghatti City, the project translates Mercedes-Benz design DNA from vehicle to city scale, introducing a new way to experience architecture, lifestyle and intelligent living.

Design at City Scale

The city is composed of twelve sculptural towers, defined by fluid forms, refined proportions and a strong architectural identity. Each structure reflects the precision and confidence associated with Mercedes-Benz, reinterpreted through Binghatti’s distinctive approach to contemporary urban design.

Rather than replicating a single aesthetic, the development focuses on cohesion, movement and presence, creating a skyline that feels forward-looking without losing a sense of permanence.

A Vision for the Future of Urban Living

Described as a city that will “breathe”, the development sets out to establish a new benchmark for intelligent cities. Technology, design and lifestyle are woven into the urban fabric, shaping an environment that responds to modern living while anticipating what comes next.

This is not a conceptual statement. It is a fully realised city vision that positions branded living at an entirely new scale.

Dubai’s Role in Global Innovation

Dubai continues to lead the conversation around ambitious real estate and future-facing urban development. The launch of the world’s first Mercedes-Benz branded city further reinforces the city’s status as a platform for global firsts and landmark collaborations.

For investors and lifestyle buyers alike, this project signals how brand, architecture and long-term vision are increasingly intersecting in the world’s most dynamic markets.

For insight, access and future opportunities connected to landmark global developments, connect with the SW team.