The German luxury car maker Mercedes-Benz has ventured into real-estate in a tie-up with the Emirati developer Binghatti, and has announced its first residential tower, Mercedes-Benz Places. The project has been in the works for one year already, and the official launch is planned in January 2024.
Mercedes-Benz Places, Dubai
Located in the heart of Dubai, in the proximity of iconic landmarks such as the Dubai Mall, Burj Khalifa, the Museum of the Future, the Mercedes-Benz Places residential skyscraper is a 65 storied, 1,116ft tall building. The design sensibility is promised to be in sync with Mercedes-Benz’s “sensual purity” design ideology that the car maker defined for its cars. The three-point Mercedes-Benz logo will surely manifest in the design.
Britta Seeger, Member of the Board of Management Mercedes-Benz Group AG, Marketing & Sales, said in a press statement, “With Mercedes-Benz Places in Dubai, we are transcending automotive boundaries to create exceptional brand moments. With their extensive experience in real estate development, Binghatti is the ideal partner for us. Our goal with our first branded real estate residential tower is to forge new, desirable grounds that embody our brand’s DNA and provide our customers with a place to arrive, unwind, and call home.”
Muhammad Binghatti, CEO of Binghatti Properties said, “We are profoundly excited to be working alongside Mercedes-Benz to develop the world’s first Mercedes-Benz branded luxury residence. Mercedes-Benz Places in Dubai is not merely a real-estate development; it will also prioritize community and mobility, setting a new benchmark for intelligent living.”
Bugatti Skyscraper, Dubai
In what seems to be a growing trend of luxury car makers foraying into real-estate, the latest first-timer in the branded premium residence sector, Mercedes-Benz was preceded by the French automotive company Bugatti. Earlier this year in May 2023, Bugatti also partnered with Binghatti to foray into real-estate in Dubai. The 42-storied Bugatti Residences will have a private spa for cars, and car elevators where owners can drive their cars right up to their penthouse suites.
Bentley too announced 61-story luxury residential apartments in Miami Beach, due to be ready by 2026. And yes, there will be car elevators for residents on all its levels with. The lift will transport cars to a three- or four-car garage attached directly to each unit in the skyscraper. Earlier in the decade in 2019, Aston Martin announced it plans for five Aston Martin Residences in New York.
