"In recent years, you might have noticed a trend in luxury residential living - specifically, that it's beginning to overlap with the world of luxury automobiles. The likes of Bentley and Bugatti have announced plans for residential towers, for instance. While that might sound strange on one level - you don't necessarily look for the same things in a car as you would a home - there's also a logic to it. Associate a brand name with luxury and that might well apply to luxury in other realms as well."
"The project, known as Mercedes-Benz Places | Binghatti City, located in Nad Al Sheba. The project is set to encompass a total of 12 towers, with most of them featuring residences ranging in size from studios to three-bedroom spaces. (The announcement also clarifies that one tower will be home to spaces including four and five bedrooms.) The complex is also set to include a dozen sporting clubs and what the announcement refers to as "a network of grand indoor facilities.""
""This masterplan represents the purest expression of the brand's design philosophy, extending our DNA from the automobile into a living environment crafted with technical precision," said Mathias Geisen, a board member of Mercedes-Benz Group AG. As Dezeen's Cajsa Carlson pointed out, this is the second collaboration between between the automaker and the developer, following the 2024 announcement of a skyscraper located in central Dubai."
Luxury automotive brands are extending into residential real estate by leveraging brand recognition to enter high-end living. Mercedes-Benz and developer Binghatti will deliver Mercedes-Benz Places | Binghatti City in Nad Al Sheba, Dubai, consisting of 12 towers. Most residences will range from studios to three-bedroom units, with one tower offering four- and five-bedroom homes. The complex will feature around a dozen sporting clubs and a network of grand indoor facilities. The development intends to translate Mercedes-Benz design philosophy and technical precision into residential architecture and represents a repeat collaboration between the automaker and Binghatti.
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