Global luxury automotive major Mercedes-Benz has joined forces with Dubai-based Binghatti Properties to unveil its branded real-estate venture - Mercedes-Benz Places - that will shape desirable living spaces and create communities for people seeking extraordinary brand moments.

 

Unveiling the new venture, Mercedes-Benz said this comes as part of its strategy to boost its position as the world’s most desirable automotive brand. And the first product of this new partnership - Mercedes-Benz Places|Binghatti - is all set for launch. 

 

The 65-storey residential tower - Mercedes-Benz Places|Binghatti - will deliver a holistic, connected and desirable luxury living experience, offering its residents the best of both worlds of automotive and architecture. 

 

Mercedes-Benz said the project is gearing up for its groundbreaking in Dubai this year when it 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," remarked Britta Seeger, Member of the Board of Management of Mercedes-Benz Group AG, Marketing & Sales.

 

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, stated Seeger. 

 

The new branded real-estate venture, in conjunction with local Mercedes-Benz subsidiaries, developers, and third-party providers, will deliver a spectrum of advanced and innovative mobility solutions, he noted. 

 

"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'," he added. 

 

Mercedes-Benz Places|Binghatti is characterised by its distinctive elliptical exterior, reminiscent of the flowing lines on a host of ultra-modern Merc-Benz cars. 

 

These include the futuristic Vision EQXX, the high-performance Vision One-Eleven and the Concept CLA Class unveiled at IAA Mobility 2023. Soaring 341m high, the hyper-tower is located in the heart of the city with uninterrupted views of Burj Khalifa, in the prime location of Downtown Dubai.

 

On the new venture, CEO Muhammad BinGhatti said: "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," he added.

 

Mercedes-Benz Places|Binghatti will boast a collection of 150 residences, featuring a carefully balanced selection of two- to four-bedroom units and five penthouses, it stated. 

 

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, it added. 

 

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.

 

"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," stated Gorden Wagener, Chief Design Officer, Mercedes-Benz Group.

 

"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," explained Wagener.

 

For Mercedes-Benz, the goal has been to create balanced proportions through clear graphics, rather than through addition of disparate design features, he stated. 

 

"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," he added.-TradeArabia News Service