Mercedes-Benz is marking its real estate debut with a luxury residential skyscraper in Dubai. With a location right next to the Burj Khalifa, the 341 metre tall “Mercedes-Benz Places” tower will undoubtedly become a tourist attraction, as its design is, at the very least, remarkable.
Built in partnership with Emirati developer Binghatti Properties, the 65-storey ellipse-shaped, glass super skyscraper is meant to remind keen observers of the auto manufacturer’s cars, with the Mercedes-Benz logo displayed all over its facade. And despite it seeming small compared to the Burj Khalifa (828 metres), Mercedes-Benz Places will actually become one of Dubai’s tallest buildings.
“With Mercedes-Benz Places in Dubai, we are going beyond automotive to create outstanding brand moments”, said Britta Seeger, a member of the management board for Mercedes-Benz Group. “Our aim with our first branded real estate residential tower 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.”
As far as the residential aspect of the building goes, the tower will include apartments and penthouses, restaurants, a gym, lounges, exhibition spaces and VIP parking facilities. According to the New York Post, prices for a “home” inside the 1 billion dollar project will start of at 2.7 million dollars and go all the way up to 10 million per apartment.
“Sensual Purity goes beyond automotive; translated into iconic architecture, the design philosophy of Mercedes-Benz defines the commitment to branded residential living spaces that appeal to the customer. Ethos is an interplay between form and function, where the essence of the design evokes a sensual experience that transcends the ordinary”, the project’s website reads.
Even though the link between the automobile and real estate industry might not that straightforward, Mercedes-Benz is not the first car brand to have ventured into real estate development. Luxury car manufacturer Bugatti also has an ongoing project in Dubai, with developer Binghatti as well, while Porsche’s Miami Beach skyscraper opened in 2017 and Aston Martin is working on a project in New York.
