Mercedes-Benz is an iconic automotive brand, renowned the world over for its luxury vehicles. Its roots as a prestigious car marque date back to the late 19th century and to a period of great engineering experimentation, a number of visionary innovators all separately operating to develop motorised vehicles. Decades later, the companies founded by these leaders would merge to create this legendary automobile brand.
It was in 1884, working alongside Wilhelm Maybach, the surname which now adorns the uber luxury vehicles of the Mercedes-Benz Group, that Gottlieb Daimler developed an internal combustion engine known today as the ‘Grandfather Clock’ after its resemblance to the weight driven pendulum clock. Based on this ‘Grandfather Clock’ template, Daimler and Maybach would build a smaller single-cylinder engine, first tested as a bicycle-inspired ‘carriage’ with a strengthened wooden frame, becoming known as the ‘Daimler Reitwagen’ (‘Riding Car’). Installing the engine vertically in the wooden frame, Daimler essentially invented the motorcycle.
After working together in various guises over the years, within different company structures and with evolving shareholders, Maybach would eventually found his own motor business, carrying the family name, with his son. Their opulent motor vehicles launched in 1921.
In 1871, Carl Benz, a young engineer, forms a company to work on a gas-driven two-stroke engine to realise his ambition of a ‘vehicle without horses’. By 1899, his then company, is producing 572 two seater vehicles. It was in 1886 however that he took the step of historical significance, submitting a patent application for his ‘vehicle with gas engine operation’, the patent specification recognised today as the ‘birth certificate’ of the automobile, having the name ‘Patent-Motorwagen’ (‘Patent Motor Car’) for the world’s first automobile.
The competing motor companies of Daimler and Benz eventually entered into a joint venture in 1924 and then combined to create Daimler-Benz AG in 1926. At the Berlin Motor Show in that year, passenger cars under the Mercedes-Benz name were revealed to the world. The history of all of these intertwined innovators would be further brought back together when Daimler-Benz acquired Maybach in 1960.
Now, over 140 years later, Mercedes-Benz has linked up with the UAE founded property developer, Binghatti, to launch its first luxury real estate proposition. Binghatti is one of the largest property developers in the United Arab Emirates, founded in 2008 by renowned Emirati entrepreneur Dr. Hussain BinGhatti, along with his sons.
With a vision to lead the renaissance of property in the region, amalgamating art into properties, Binghatti properties are designed specifically for those with genuine appreciation of fine architecture, giving their residents the experience of how modern and thoughtful design, combined with cutting-edge technology can make a property more than just a place you live in.
Together, these two companies will launch Mercedes-Benz Places, a venture merging the worlds of automotive and architecture. The result will be a 65-storey residential tower that will deliver a holistic, connected, and desirable luxury living experience.
This visionary business venture underlines Mercedes-Benz’s strategy to strengthen its position as the world’s most desirable automotive brand. Binghatti will transfer the brand’s design DNA, emotion, and intelligence to branded residential living spaces. “By launching Mercedes-Benz Places in Dubai, we are breaking new ground by seamlessly integrating the world of Mercedes-Benz into the living environments of our customers and prospects. Our collaboration with Binghatti Properties unites expertise and trust, pioneering a real-estate experience that embodies our shared passion for innovation,” said Britta Seeger, member of the board of management of Mercedes-Benz Group AG, Marketing and Sales.
At the heart of the Mercedes-Benz Places proposition is the creation of a living space that will drive fascination and desire. It will be a holistic ecosystem that will adapt to the needs of its residents and guests by providing access to a range of customer-centric living solutions. As a result, the residences will showcase mixed-use facilities comprising of restaurants, sports & wellness zones, lounges, non-automotive retail, exhibition spaces, and parking.
Mercedes-Benz Places, in conjunction with local Mercedes-Benz subsidiaries, developers, and third-party providers, will deliver a spectrum of advanced and innovative mobility solutions. These will include EV charging, smart mobility apps, ride-hailing, bike and scooter sharing, chauffeur services and automated valet parking. Added together, Mercedes Benz believes these features will set new standards for intelligent and luxury living by offering individualised homes that are unmistakably Mercedes.
“We are profoundly excited to be working with Mercedes-Benz to develop the new Mercedes-Benz Places in Dubai,” commented Muhammad BinGhatti, CEO of Binghatti Properties. “Our aim is to create an unmatched experience of living for residents and guests from all over the world. Mercedes-Benz Places will capture the spirit of elevated living that is inherent within the Binghatti brand identity, creating an iconic project manifesting timeless design and elegance.”
Mercedes-Benz Places will be characterised by its distinctive elliptical exterior, reminiscent of the flowing lines on a host of ultra-modern Mercedes-Benz cars. Rising to 341 metres (1,118 feet), the hyper-tower is located in the heart of the city with uninterrupted views of the world-famous Burj Khalifa, in the prime location of Downtown Dubai.
“Iconic design is what we are striving for,” notes Gorden Wagener, chief design officer of Mercedes-Benz Group AG. “We want to create something that stands out and makes a strong statement. This is what we have done for Mercedes-Benz Places in Dubai. We have taken our unique design philosophy of Sensual Purity beyond automotive and shaped an iconic landmark. It looks very different, unique, and futuristic and it will be associated with the design, technology, and luxury appeal that are trademarks of every Mercedes-Benz.”
Mercedes-Benz Places will compromise a collection of 150 residences of two to four bedroom units and five penthouses.
The tower features a closed southern façade, characterised by its cladding. The visually striking design is not only functional but also a significant contributor to the tower’s overall identity. The cladding provides shade from the peak summer sun, but also contributes to the building’s energy efficiency through the integration of photovoltaics, converting sunlight into electrical energy.
There is floor-to-ceiling glazing which “allows the interior and exterior to merge into a single entity, creating a space that seamlessly melds architecture and nature”. In addition, “the building features the highest-quality components, igniting a minimalistic yet welcoming feel that is both modern and timeless”.
The move from Mercedes-Benz into branded real estate is in line with the company’s commitment to providing holistic brand experiences, pursuing its vision of tomorrow’s mobility beyond automotive. Starting with Mercedes-Benz Places in Dubai, branded residences of this type will enable the company to create additional touchpoints for its customers. “The creation of this unique living space in Dubai is a celebration of the evolution and heritage of both brands. Working together, we will create something remarkable – a sophisticated living space that mixes iconic design, emotion, and innovation into a phenomenal architectural form,” adds BinGhatti.
It is a huge step on from the individual visions of Wilhelm Maybach, Gottlieb Daimler and Carl Benz, but one which keeps Mercedes Benz at the forefront of imaginative and ambitious thinking, hallmarks of the three engineers whose work would one day combine to establish this revered brand.
