- The development spans 12 towers and more than 13,000 apartments across 10 million square feet in Meydan, Dubai
- Each tower is named after a Mercedes concept car, including Vision One-Eleven, Vision Simplex, and Vision AVTR
- Pricing starts above $4 million for studios, with three-bedroom residences exceeding $10 million
Luxury car brands are increasingly moving into skyscrapers. These companies don’t just want you to drive their cars anymore, they want you to live inside their design language too.
Bentley, Porsche, and Aston Martin have already ventured into the real estate sector. In 2024, Mercedes-Benz showed off the first residential skyscraper in the heart of Dubai. But the German automaker is not done yet, as it is teaming with a developer, Binghatti, on an $8.2 billion project that is more of a district than a skyscraper.
The project called Mercedes-Benz Places Binghatti City will convert Meydan’s 10 million sqft area to an automotive lifestyle hub. The development centers around Vision Iconic, a 341-meter tower that anchors 11 staggered buildings declining in height as they progress outward. The whole thing is designed to look like a car layout, with a central console carrying all the essential functions.
Every Detail Screams Mercedes
The horizontal podiums feature the manufacturer’s distinctive grille. Silver and chrome highlights ensure the buildings shine as if they have just come out of the assembly line in Stuttgart. All 12 towers are named after concept cars from Mercedes: Vision One-Eleven, Vision Mercedes Simplex, Vision Mercedes-Maybach 6, and Vision AVTR.
In the apartments, the interior design is aligned with Mercedes-Benz’s Sensual Purity design philosophy. Black and silver are the basic colours, and wood and leather are used to add some warmth to the interior design. Mercedes-Benz’s graphics are also used to ensure that you do not forget whose design language you are living in.
Apart from the residential units, other facilities that the towers shall contain include sports complexes, wellness clubs, retail outlets, an e-sports lounge, a ballroom, and event halls. There are water features and landscaped surroundings around the towers. The location also offers a direct view of Burj Khalifa. This helps in positioning the development in the skyline structure of Dubai.
Who’s actually buying this?
Pricing reflects that ambition. The building’s studios begin at around $4 million, with larger units easily breaking the $10 million barrier, and it targets owner-occupiers and those looking to capitalise on Dubai’s luxury market.
The Meydan launch drew 25,000 attendees, complete with a drone show and the Middle East debut of the Vision Iconic concept car. This isn’t a side project. It’s Mercedes-Benz turning luxury into infrastructure.
