The Mercedes-Benz Group’s investments are starting to go beyond motoring. This time it is real estate. However, it is not just a housing estate, but a skyscraper in Dubai bearing the Mercedes logo. The 341-metre skyscraper is to be the first residential building under the Mercedes-Benz brand. A new trend in luxury architecture is thus being created.
Plans for the building were announced at the Mercedes conference in Dubai in January. The investment will be handled by local developer Binghatti. The skyscraper is to be built near the world’s tallest building, the Burj Khalifa. The view of downtown Dubai from the top floor terrace is expected to attract the wealthiest buyers. Interestingly, Binghatti has plans to build other ‘branded’ skyscrapers. There are designs for a skyscraper by car brand Bugatti or exclusive jeweller Jacob&Co. Of course, all are to be built in Dubai.
Branded luxury
There are to be 225 luxury flats inside. Most of them will have between two and four bedrooms. Five penthouses are to be built on the upper floor. The 65 floors will also include space for restaurants, spas, gyms and exhibition space.
Since this is a skyscraper with a car brand in its name, there could also be no shortage of ‘smart parking’. Many elements of the car park will be able to be operated via an app. A chauffeur and an automated parking system will be available for residents. The latter involves the parking system guiding the car to an available space. The whole trick is that parking is done without the driver. On top of this, there will be fast chargers for electric cars and a private bike rental system.
Of particular note in the design of the skyscraper is the south wall. It is actually a large photovoltaic panel with the Mercedes logo. On the one hand, this solution is to generate energy, on the other to protect the whole from the heat. The roof of the building will be made in the form of lamellas. This means that its structure will resemble a diamond network. This adds to the smoothness and emphasises the gentle shapes. The skyscraper is scheduled for completion in 2026.
Archi-marketing
The Mercedes-Benz residential building is one big advertisement. Not just an advertisement for a car brand, but for a certain lifestyle. Mercedes products are supposed to be associated with the luxury that a high-rise building offers. In the previous century, famous buildings often took their name from their builders. The Chrysler Building or even Warsaw’s Marriott indicate the owner of the investment. However, it was not possible to live permanently in any branded building. The Chrysler skyscraper, although nice, contains only offices, while Marriott is, after all, a hotel. The new approach of big brands to architecture could significantly change the future of housing in metropolises. The question is, will it be a positive development?
Photo source: Mercedes-Benz
Also read: Architecture | Skyscraper | Curiosities | Logo | whiteMAD on Instagram
