Dubai just unveiled the World’s First Ever Mercedes-Benz Branded City

Dubai has never merely built cities. It has choreographed statements. And on 15 January 2026, the city unveiled one of its most ambitious declarations yet, Mercedes-Benz Places | Binghatti City, the world's first Mercedes-Benz branded city, launched in Meydan, Nad Al Sheba.

This launch was the unveiling of an entire philosophy of living, where automotive precision, architectural ambition, and lifestyle engineering converge at a city scale.

A Collaboration That Moved Beyond Architecture

Following the global success of their first collaboration, Binghatti Developers and Mercedes-Benz returned with a far more expansive vision. One that pushed branded real estate beyond towers and into master planned urban territory.

Spanning over 10 million square feet and backed by an investment of AED 30 billion, Mercedes-Benz Places | Binghatti City marked the developer's first-ever masterplanned community and Mercedes-Benz's boldest extension of its design DNA beyond the automobile.

Mathias Geisen, Member of the Board of Management, Mercedes-Benz Group AG, Sales & Customer Experience, quotes “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.”

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A Launch Dubai Will Remember

Hosted at Meydan and attended by 25,000 guests, the unveiling became one of the largest real estate launch events in Dubai's history. Hollywood actor Terry Crews led the evening as drones illuminated the skyline, fireworks crowned the night, and two defining reveals unfolded.

The first was the Middle East debut of VISION ICONIC, Mercedes-Benz's newest concept creation, inspired by the elegance of 1930s automotive design and the brand's timeless pursuit of purity and proportion. The moment was set to a live performance by Andrea Bocelli, lending the reveal an operatic sense of scale and emotion.

A City Designed as One Unified Statement

The second reveal introduced the masterplan itself, a new urban district composed of twelve architecturally synchronized towers, arranged to function as a single, cohesive ecosystem rather than isolated landmarks.

At its center rises the Vision Iconic Tower, the spiraling signature structure that anchors the skyline and brings the brand's sculptural identity to life. The city will be delivered in three phases, gradually unfolding a layered residential and lifestyle experience.

Residences will range from studios to three-bedroom homes, while the Vision Iconic Tower will feature exclusive four- and five-bedroom residences, designed for those seeking large-format luxury within a branded environment.

“We have returned not only to build upon the success of our first collaboration, but to imagine what the future of living can become when automotive ingenuity and architectural innovation converge at a city scale”, quotes, Muhammad Binghatti, Chairman, Binghatti. 

The Grand Promenade: Where the City Breathes

At the heart of Mercedes-Benz Places | Binghatti City lies the Grand Promenade, a vast green sanctuary envisioned as the emotional and environmental core of the community.

Designed as a sequence of 12 curated moments, the promenade will feature shaded groves, water elements, discovery zones, art pavilions, active circuits, and panoramic elevations. Sustainability, movement, and pause coexist here, reflecting a lifestyle shaped as thoughtfully as a precision-engineered machine.

Engineered Amenities for Elevated Living

Surrounding the promenade, residents will access an integrated network of luxury signature amenities, including 12 exclusive sporting clubs, wellness facilities, and expansive indoor lifestyle spaces. Every element has been conceived to ensure continuity, from architecture to experience, from design to daily living.

As Muhammad Binghatti, Chairman of Binghatti Developers, noted, the project was not about repeating success, but about reimagining how people live when automotive ingenuity meets architectural ambition at a city scale.

From Mercedes-Benz, Mathias Geisen, Member of the Board of Management, described the masterplan as the purest extension of the brand's design philosophy, translating its DNA from motion into a living environment crafted with technical precision.

Mercedes-Benz Places | Binghatti City represents a defining shift in branded real estate. It moves beyond logo-led residences into fully immersive brand ecosystems, setting a new benchmark for how luxury brands shape urban living.

In a city known for pushing boundaries, Dubai has once again raised the bar, not by building higher, but by thinking bigger.

This is not simply where people will live. This is where the future of branded living will take form.