For some time now, I’ve been following the development of brand extensions by automotive companies. I’ve even personally visited a few projects to understand their approach and the experiences they offer.
Mercedes is just the latest in a series of residential developments created by automotive brands around the world.
In addition to Bugatti and Mercedes-Benz, Bentley, Aston Martin and Porsche are also venturing into residential real estate.
Porsche built a 60-story skyscraper in Miami Beach, which opened in 2017, while Bentley is building a 61-story skyscraper nearby.
Meanwhile, Aston Martin is planning an angular black residence in New York as part of its Automotive Galleries and Lairs service, which will launch in 2019.
The Mercedes architectural masterpiece will be the automaker’s first foray into branded luxury residences inspired by its cars.
Dubai-based developer Binghatti has begun construction, and the skyscraper is expected to be completed by 2026.
This ultra-luxurious complex, to be called Mercedes-Benz Places in Dubai, is strategically located in the dynamic Downtown Dubai district and offers a distinctive fusion of sophistication, innovation and prestige.
The brand’s goal is to create new, desirable places that carry the brand’s DNA and offer customers a place to arrive, relax and call home.
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