Mercedes-Benz and Dubai-based Binghatti Properties unveil branded real-estate venture
January 24, 2024
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Mercedes-Benz reveals new real-estate brand called Mercedes-Benz Places
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Venture with Dubai-based developers Binghatti to create Mercedes-Benz Places | Binghatti in Downtown Dubai with unobstructed views of the Burj Khalifa
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Mercedes-Benz Places is shaping desirable living spaces and creating communities for people seeking extraordinary brand moments and advanced mobility solutions
Stuttgart/Dubai. Today at the Meydan Hotel in Dubai, Mercedes-Benz revealed Mercedes-Benz Places | Binghatti – a new state-of-the-art venture to merge the worlds of automotive and architecture. The project breaks ground in Dubai this year when Mercedes-Benz joins forces with local real-estate developer Binghatti Properties to commence construction of Mercedes-Benz Places | Binghatti. This will take the form of a 65-storey residential tower that will deliver a holistic, connected, and desirable luxury living experience.
This visionary business venture underlines Mercedes-Benz’s strategy to strengthen its position as the world’s most desirable automotive brand. Mercedes-Benz Places | Binghatti will transfer the brand’s design DNA, emotion, and intelligence to branded residential living spaces.
“By launching Mercedes-Benz Places in Dubai, we are breaking new ground by seamlessly integrating the world of Mercedes-Benz into the living environments of our customers and prospects. Our collaboration with Binghatti Properties unites expertise and trust, pioneering a real-estate experience that embodies our shared passion for innovation.”
Britta Seeger, Member of the Board of Management of Mercedes-Benz Group AG, Marketing & Sales
Luxury living and innovative mobility – the art of building a curated residential experience
At the heart of the Mercedes-Benz Places proposition is the creation of a truly unique living space that will drive fascination and desire. It will be a holistic ecosystem that will adapt to the needs of its residents and guests by providing access to a range of customer-centric living solutions. As a result, the residences will showcase mixed-use facilities comprising of restaurants, sports & wellness zones, lounges, non-automotive retail, exhibition spaces, and parking. Mercedes-Benz Places, in conjunction with local Mercedes-Benz subsidiaries, developers, and third-party providers, will deliver a spectrum of advanced and innovative mobility solutions. These will include EV charging, smart mobility apps, ride-hailing, bike and scooter sharing, chauffeur services and automated valet parking. Added together, these features will set new standards for intelligent and luxury living by offering individualised homes that are unmistakably “Mercedes-Benz”.
“We are profoundly excited to be working with Mercedes-Benz to develop the new Mercedes-Benz Places by Binghatti in Dubai. Our aim is to create an unmatched experience of living for residents and guests from all over the world. Mercedes-Benz Places by Binghatti will capture the spirit of elevated living that is inherent within the Binghatti brand identity, creating an iconic project manifesting timeless design and elegance.”
Muhammad BinGhatti, CEO, Binghatti Properties
From automotive to architecture – translating the design philosophy of Sensual Purity
Mercedes-Benz Places | Binghatti is characterised by its distinctive elliptical exterior, reminiscent of the flowing lines on a host of ultra-modern Mercedes-Benz cars. These include the futuristic VISION EQXX, the high-performance Vision One-Eleven and the Concept CLA Class unveiled at IAA Mobility 2023. Rising to 341 metres (1,118 feet), the hyper-tower is located in the heart of the city with uninterrupted views of the world-famous Burj Khalifa, in the prime location of Downtown Dubai.
“Iconic design is what we are striving for. We want to create something that stands out and makes a strong statement. This is what we have done for Mercedes-Benz Places in Dubai. We have taken our unique design philosophy of Sensual Purity beyond automotive and shaped an iconic landmark. It looks very different, unique, and futuristic and it will be associated with the design, technology, and luxury appeal that are trademarks of every Mercedes-Benz.”
Gorden Wagener, Chief Design Officer, Mercedes-Benz Group AG
Design details – the key sections of the tower
Mercedes-Benz Places | Binghatti compromises a collection of 150 residences, consisting of a carefully balanced selection of two- to four-bedroom units and five penthouses. Each residence has been meticulously crafted to intensify the desirable brand experience. The tower is composed of three main elements, starting with the core and its horizontal structuring of the balconies. The second is the adjoining lamella structure with its dynamic lines. It encompasses the entire volume of the tower like a frame, and thus contributes to the overall appearance of the building. The third element is the closed southern façade, which is characterised by its cladding. Its visually striking design is not only functional but also a significant contributor to the tower’s overall identity. Not only does the cladding provide shading from the peak summer sun, it also contributes to the building’s energy efficiency through the integration of photovoltaics. Generous floor-to-ceiling glazing allows the interior and exterior to merge into a single entity, creating a space that seamlessly melds architecture and nature. Finally, the building features the highest-quality components, igniting a minimalistic yet welcoming feel that is both modern and timeless. For Mercedes-Benz, the goal has been to create balanced proportions through clear graphics, rather than through addition of disparate design features. Using strategically placed elements that lend both optical “surprises” as well as functional elements, the design of Mercedes-Benz Places | Binghatti will provide a unique living experience for residents.
It’s all in the name – the role of branded real estate
The engagement of Mercedes-Benz in branded real estate is in line with the company’s commitment to providing holistic brand experiences. By moving into branded real estate, Mercedes-Benz is pursuing its vision of tomorrow’s mobility beyond automotive. It also goes beyond merely connecting people and places to creating entirely new ones. Starting with Mercedes-Benz Places in Dubai, branded residences of this type will enable the company to create additional touchpoints for its customers. Mercedes-Benz Places | Binghatti will also provide investors with a sense of security and trust in the quality of the apartments and services available.
“The creation of this unique living space in Dubai is a celebration of the evolution and heritage of both brands. Working together, we will create something remarkable – a sophisticated living space that mixes iconic design, emotion, and innovation into a phenomenal architectural form.”
Muhammad BinGhatti, CEO, Binghatti Properties
Contact:
Christin Mueller: +49 (0) 176 3094 3837, christin.c.mueller@mercedes-benz.com
Alexander Helf: +49 (0) 176 3091 6593, alexander.helf@mercedes-benz.com
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Mercedes-Benz AG at a glance
Mercedes-Benz AG is part of the Mercedes-Benz Group AG with a total of around 170,000 employees worldwide and is responsible for the global business of Mercedes-Benz Cars and Mercedes-Benz Vans. Ola Källenius is Chairman of the Board of Management of Mercedes-Benz AG. The company focuses on the development, production and sales of passenger cars, vans and vehicle-related services. Furthermore, the company aspires to be the leader in the fields of electric mobility and vehicle software. The product portfolio comprises the Mercedes-Benz brand with Mercedes-AMG, Mercedes-Maybach, and G-Class with their all-electric models as well as products of the smart brand. The Mercedes me brand offers access to the digital services from Mercedes-Benz. Mercedes-Benz AG is one of the world’s largest manufacturers of luxury passenger cars. In 2022 it sold around two million passenger cars and 415,300 vans. In its two business segments, Mercedes-Benz AG is continually expanding its worldwide production network with around 35 production sites on four continents, while gearing itself to meet the requirements of electric mobility. At the same time, the company is constructing and extending its global battery production network on three continents. As sustainability is the guiding principle of the Mercedes-Benz strategy and for the company itself, this means creating lasting value for all stakeholders: for customers, employees, investors, business partners and society as a whole. The basis for this is the sustainable business strategy of the Mercedes-Benz Group. The company thus takes responsibility for the economic, ecological and social effects of its business activities and looks at the entire value chain.
