World’s First Mercedes-Benz Branded City Launched by Binghatti in Meydan

Dubai, UAE: Following the global success of their first collaboration, Binghatti and Mercedes-Benz have unveiled an unprecedented new chapter in branded real estate with the launch of Mercedes-Benz Places | Binghatti City, the world’s first Mercedes-Benz branded city.

Valued at approximately $8.17 billion (AED 30 billion), the landmark masterplanned development spans more than 10 million square feet in Nad Al Sheba and represents Binghatti’s first fully integrated city-scale community. The project signals a bold expansion of the partnership, redefining the intersection of automotive design, architecture, and urban living.

A landmark unveiling in Meydan

The grand launch event in Meydan marked one of the most ambitious reveals in Dubai’s real estate history. Hosted by Hollywood actor Terry Crews, the evening welcomed 25,000 guests, the largest audience ever recorded at a Binghatti event. A large-scale drone display and immersive visual production framed two historic reveal moments that defined the night.

The first reveal featured the Middle East debut of VISION ICONIC, Mercedes-Benz’s latest concept creation, inspired by the marque’s 1930s design heritage and presented as a contemporary interpretation of timeless automotive craftsmanship. The unveiling was accompanied by a live performance from Italian tenor Andrea Bocelli, setting an emotive and theatrical tone for the evening.

The second reveal introduced the Mercedes-Benz Places | Binghatti City masterplan. A coordinated drone and laser show traced the outline of the development’s twelve architecturally synchronized towers across the Nad Al Sheba skyline, culminating in a large-scale fireworks display that underscored the ambition and scale of the project.

A city-scale masterplan

The development will be delivered in three phases, each introducing a new layer of the city’s residential and lifestyle offering. Homes range from studios to three-bedroom apartments across the towers, while the Vision Iconic tower will also feature a limited collection of four- and five-bedroom residences. At the centre of the community stands the project’s defining architectural element, a spiralling signature tower designed to serve as a visual and symbolic anchor for the masterplan.

At the heart of the city lies the Grand Promenade, a vast green landscape envisioned as a sanctuary of sustainability and environmental awareness. Conceived as a sequence of twelve curated experiences, the promenade integrates water features, shaded groves, discovery zones, art pavilions, active circuits, and elevated panoramic viewpoints.

Residents will also benefit from an extensive ecosystem of lifestyle amenities, including 12 exclusive sporting clubs, luxury signature facilities, and expansive indoor environments designed to support a fully integrated, high-end urban lifestyle.

Chairman Muhammad Binghatti highlighted the significance of the collaboration, noting that both brands have 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, added:

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.

A new blueprint for branded living

Mercedes-Benz Places | Binghatti City represents a defining moment in the evolution of branded residential development, introducing a city where mobility, architecture, technology, and design function as a single ecosystem. As the second collaboration between Binghatti and Mercedes-Benz, the project sets a new benchmark for scale, ambition, and brand integration, offering a blueprint for the future of ultra-luxury urban living in Dubai and beyond.