Dubai: World's first Mercedes-Benz City unveiled in Meydan with 13,386 homes across 12 towers
Drone and laser show mark launch of branded city with Vision Iconic at centre
DUBAI has added a new landmark to its fast-growing skyline with the launch of Mercedes-Benz Places | Binghatti City, a Dh30 billion masterplanned community in Nad Al Sheba near Meydan.
Described by its backers as the world’s first Mercedes-Benz branded city, the project brings together 12 residential towers, more than 13,000 homes and a central signature building rising 341 metres. The launch marked one of the largest real estate unveilings in the emirate, placing a globally recognised automotive brand at the heart of a full urban district.
The development, spread across more than 10 million square feet of built-up area, represents the second collaboration between Binghatti and Mercedes-Benz, following their first branded tower in Downtown Dubai. This time, the partnership has expanded from a single building into a three-phase masterplan designed to function as a “city within a city”, integrating homes, leisure, retail, mobility and wellness in one district.
Mercedes-Benz City
The project was introduced during a large-scale launch event in Meydan attended by 25,000 guests, the biggest crowd at any Binghatti event to date. Hosted by Hollywood actor Terry Crews, the evening opened with a performance by Italian tenor Andrea Bocelli before moving into two major reveal moments that defined the night.
First came the regional debut of VISION ICONIC, Mercedes-Benz’s latest concept creation inspired by 1930s automotive design. The second reveal unveiled the masterplan itself, with a choreographed drone and laser display tracing the outline of the 12-tower formation across Nad Al Sheba, followed by a fireworks finale that signalled the start of sales for the Dh30 billion scheme.
Masterplan vision
At the heart of Mercedes-Benz Places | Binghatti City stands the Vision Iconic tower, a spiralling centrepiece rising about 341 metres. Around it, 11 staggered towers step down in height to form a symmetrical skyline, all designed with a shared architectural language rooted in Mercedes-Benz’s “Sensual Purity” philosophy.
Developers say the full masterplan covers close to 9 to 10 million square feet of architectural space and is being delivered in three phases over around three and a half years. Each of the 12 towers is named after a Mercedes-Benz concept vehicle, including Vision One-Eleven, Vision Mercedes Simplex, Vision Mercedes-Maybach 6 and Vision AVTR, linking the city’s skyline to the brand’s heritage and future design studies.
Exterior detailing draws heavily on automotive cues, with horizontal podium lines referencing the brand’s iconic grille, floating visual effects above podium levels, and silver and chrome finishes reflecting Mercedes-Benz’s technical aesthetic. The skyline has been designed to read as a single, coherent composition rather than a cluster of unrelated buildings.
Homes and prices
The masterplan will deliver 13,386 residential units, ranging from studios to five-bedroom homes and penthouses. The unit mix includes 6,321 studios, 4,963 one-bedroom apartments, 1,653 two-bedroom homes, 431 three-bedroom units, and 18 four- and five-bedroom residences located primarily in the Vision Iconic tower.
Sales began with starting prices of around Dh1.6 million for studios, Dh2.6 million for one-bedroom units, Dh3 million for two-bedroom apartments and about Dh5 million for three-bedroom homes. Binghatti has said the project is being self-financed through its own equity and free cash flow, with no external debt announced for the development.
Muhammad Binghatti, chairman of Binghatti Developers, said the broader range of unit sizes is aimed at reaching a wider buyer base than the partners’ first tower. He noted that the development targets both investors looking for long-term capital appreciation and end-users seeking branded homes within a full community setting.
Design and branding
Inside the towers, residences are designed around a black and silver palette, complemented by leather and wood finishes to soften the high-tech look associated with the Mercedes-Benz brand. Graphic brand elements and integrated technology are built into the interiors to extend the automotive identity into everyday living spaces.
Axel Harries, head of global customer service and parts at Mercedes-Benz AG, said the project marks the first time the company has applied its brand across an entire urban environment rather than a single building. He described Mercedes-Benz Places | Binghatti City as an attempt to translate the marque’s DNA into “holistic, customer-centric and connected living spaces” at true city scale.
Parks and amenities
The community is organised around the Grand Promenade, a landscaped green spine running through the centre of the district. The park features water elements, shaded groves, art pavilions, discovery zones, walking routes and elevated paths that link the towers and podium amenities.
Residents will have access to a wide range of leisure facilities, including family pools, infinity pools and splash zones, as well as gyms, yoga pods, outdoor training decks and sky jogging tracks. The development also includes 12 specialised sporting clubs, offering activities such as padel, squash, climbing, fencing, archery, Pilates, spin studios and golf simulators.
Social and lifestyle spaces are planned across the masterplan, including a ballroom, event hall, private screening lounge, e-sports lounge and hotel-standard concierge services. Electric-vehicle infrastructure and mobility services are integrated across the district, aligning the development with Dubai’s wider sustainability and smart-mobility goals.
Dubai property market
The launch comes against a strong backdrop for Dubai’s property sector. According to figures from the Dubai Land Department, real estate transactions in 2025 exceeded 270,000 deals worth Dh917 billion, representing about 20 per cent year-on-year growth in value. Government initiatives such as long-term residency visas, remote-worker programmes and broader economic diversification have continued to support demand across both residential and investment segments.
Binghatti has said it is targeting sales above Dh26 billion this year and is considering future expansion into Abu Dhabi, while its immediate focus remains on delivering the Mercedes-Benz branded city in Meydan on schedule.