Mercedes-Benz leaps into luxury real estate in Dubai

UAE – Mercedes-Benz is expanding its ambitions from the road to the home. The automotive brand will launch Mercedes-Benz Places, its first real estate venture, in Dubai.

Developed in partnership with local real estate company Binghatti Properties, Mercedes-Benz Places will bring a 341-metre and 65-storey high luxury residential tower to downtown Dubai. The architectural project will follow the Mercedes-Benz signature design philosophy of ‘sensual purity’, creating a living space that echoes the look and feel of the brand’s cars. The residences will combine smart home technologies with intelligent mobility solutions, delivering comfort and convenience for Mercedes-Benz fans.

‘We are going beyond automotive to create outstanding brand moments,’ explained Britta Seeger, a member of the Mercedes-Benz Group board, in a press release. ‘Our aim is to create new, desirable grounds that inherit our brand's DNA and give our customers a place to arrive, unwind and come home to.’

At LS:N Global, we started tracking the rise of Automotive Accommodation back in 2022. For our latest research on Branded Living, read our Home States Futures: Residential Retail macrotrend.