Mercedes-Benz and Binghatti Launch World’s First Branded City in Dubai
Mercedes-Benz has partnered with Dubai-based developer Binghatti to create the world’s first Mercedes-Benz branded city in Dubai. The project carries the name Mercedes-Benz Places – Binghatti City and reflects a clear shift in branded real estate strategy.
The development holds an estimated value of AED 30 billion. It will rise in Meydan, Dubai, across nearly 10 million square feet of land. Unlike traditional branded residences, this project applies the concept to an entire city.
As a result, the focus moves away from isolated towers and toward long-term urban planning.
A Mercedes-Benz Branded City Built as a Self-Contained Community
The Mercedes-Benz branded city in Dubai functions as a city within a city. Residents will live, shop, relax, and socialize within one connected environment.
The master plan includes branded residential towers, landscaped parks, dining areas, and lifestyle facilities. Each element supports everyday living inside the community.
At the same time, strong road connections link the city to key destinations across Dubai.
Design Philosophy Driving the Mercedes-Benz Branded City in Dubai
Mercedes-Benz applies its Sensual Purity design philosophy throughout the project. This philosophy focuses on clarity, balance, and timeless form.
Architects use clean lines, strong geometry, and refined materials across buildings and public spaces. The design avoids surface-level branding and instead expresses the Mercedes-Benz identity through structure and flow.
Because of this approach, the city feels cohesive rather than decorative.
Why Meydan Supports the Mercedes-Benz Branded City Vision
Meydan continues to grow as a strategic district in Dubai. The area supports large-scale, mixed-use developments and long-term planning.
Its central location offers direct access to major road networks and business hubs. Therefore, it suits a project designed to operate as an independent urban destination.
As Dubai expands, districts like Meydan will shape the next phase of city development.
What the Mercedes-Benz Branded City Means for Dubai Real Estate
This project strengthens Dubai’s position as a global hub for innovative real estate concepts. Luxury brands now enter property development with greater ambition, and Dubai provides the scale to support that growth.
Mercedes-Benz moves beyond automotive design into lifestyle and urban development. Meanwhile, Dubai adds another globally recognized brand to its evolving real estate landscape.
The official launch is expected in January 2026, followed by phased development.
