Marking the Largest Real Estate Event in Dubai’s History.
World’s First Mercedes-Benz Branded City Launched in Dubai by Binghatti in Meydan
Dubai, 15 January 2026 — Following the global success of their first collaboration, Binghatti and Mercedes-Benz have unveiled an unprecedented new milestone: Mercedes-Benz Places | Binghatti City, the world’s first Mercedes-Benz branded city and Binghatti’s first fully master-planned community.
Valued at AED 30 billion and spanning over ten million square feet, the landmark development is located in Nad Al Sheba and represents one of the most ambitious real estate projects ever announced in Dubai.
The grand unveiling took place in Meydan in what is now considered the largest real estate launch event in Dubai’s history, drawing 25,000 guests, the highest attendance at any Binghatti event to date. Hosted by Hollywood actor Terry Crews, the evening featured an immersive drone spectacle and unfolded across two historic reveal moments.
The first reveal marked the exclusive Middle East showcase of VISION ICONIC, Mercedes-Benz’s latest concept creation, inspired by the golden era of 1930s automotive design and reflecting the brand’s pure design philosophy. The night opened with a live performance by legendary Italian tenor Andrea Bocelli, setting a powerful and memorable tone.
The second reveal introduced the master-planned city itself, a new urban district composed of twelve architecturally synchronized towers. A sweeping drone display illuminated the Meydan skyline, followed by a laser projection across Nad Al Sheba outlining the twelve-tower formation, culminating in a large-scale fireworks finale symbolizing the magnitude of the vision.
The masterplan will be delivered across three phases, gradually unveiling a city-scale residential destination. Residences range from studios to three-bedroom apartments, while the Vision Iconic tower will also feature a limited collection of four- and five-bedroom homes. The development is anchored by its defining centerpiece, a spiraling signature tower, set to become one of the region’s most ambitious residential landmarks.
At the heart of the city lies the Grand Promenade, a vast green park envisioned as a sanctuary of sustainability and environmental consciousness. Designed as a sequence of twelve curated experiential moments, it features water elements, discovery zones, shaded groves, art pavilions, active circuits, and panoramic hills.
Surrounding the park, residents will enjoy an elevated lifestyle supported by luxury signature amenities, 12 exclusive sporting clubs, and an extensive network of grand indoor facilities, ensuring a comprehensive and refined living experience throughout the community.
Commenting on the launch, Muhammad Binghatti, Chairman of Binghatti, stated that the partnership has 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.”
Mathias Geisen, Member of the Board of Management of Mercedes-Benz Group AG, Sales & Customer Experience, added: “This masterplan represents the purest expression of the Mercedes-Benz design philosophy, extending our DNA from the automobile into a living environment crafted with technical precision.”
Mercedes-Benz Places | Binghatti City marks the beginning of a new era, where mobility, architecture, technology, and design merge into a unified living environment. This second collaboration between the two global leaders stands as a defining blueprint for the future of branded living in Dubai.
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