The Mercedez-Benz brand is venturing into the luxury condo market in Miami’s Brickell neighborhood. This will become the automaker’s first branded real estate development in North America. The company also debuted plans to become a global CRE market with a high-rise development in Dubai.
Mercedes-Benz completed a deal with JDS Development Group to place its brand on a future 67-story, 2.5 million-square-foot luxury project that is one of Florida’s largest current construction projects. The terms of this deal have not yet been disclosed.
The development, which started in 2022 under the 1 Southside Park name, has now been retitled to be called Mercedez-Benz Places. This cube-shaped structure will house 791 residences ranging from studios to three-bedroom condos. Prices for these homes will start at $550K and range up to $4M. These do not include penthouses, which are yet to be specified. The building will also feature a massive silver Mercedes-Benz logo over the entrance to the property, which will consist of 200,000 square feet of office space, a Treehouse Hotel, retail space, and a City of Miami fire station.
The Mercedez-Benz design team is collaborating with SHoP Architects to integrate the Brickell project with Mercedez-Benz’s “hot and cool” design philosophy. The landscape designers Field Operations, who worked on NYC’s Highline, will design green spaces inside Mercedez-Benz Places.
This past January, Mercedez-Benz revealed its first condo development, a 65-story, $1 billion luxury residential tower in Dubai, developed in partnership with Emirati property developer Binghatti. This tower will contain 150 apartments with prices ranging from $2.7 million to $10 million each and will feature unhindered views of the world’s tallest building, the 3,000-foot-tall Burj Khalifa.
Mercedez-Benz is not the first automaker to venture into real estate, however. Others included are Aston Martin, Bugatti, Porsche, Bentley, and Lamborghini.
The Aston Martin Residences, a 69-story, glass-clad tower on the Miami River, is almost completed. According to a report in MiamiCondoInvestments.com, the tower’s 9,573-square-foot Sky Penthouse was recently sold for $24 million.
Adding to the allure of Mercedez-Benz Places, the development aims to offer more than just luxury living spaces. Residents will have access to exclusive amenities that echo the sophistication and innovation synonymous with the Mercedes-Benz brand. These include state-of-the-art fitness centers, a spa, rooftop pools with panoramic views of Miami, and high-end dining experiences. Additionally, the complex plans to integrate smart home technology and electric vehicle charging stations in line with the automaker’s commitment to sustainability and cutting-edge technology.
Mercedes-Benz is positioning this venture as a statement of luxury that extends beyond the automotive world, signaling a new era where brands synonymous with excellence in one domain seamlessly transition into others. The company’s foray into high-end real estate reflects its understanding of the luxury consumer’s lifestyle, aiming to provide an ecosystem that resonates with their values and aspirations.
With Mercedes-Benz entering the real estate market, it is set to redefine the standards of luxury living. The brand brings its legacy of quality, design, and innovation to the forefront of real estate development, promising an unparalleled living experience. This move not only diversifies Mercedes-Benz’s portfolio but also strengthens Miami’s position as a global hub for luxury real estate, attracting investors and residents looking for premium living spaces crafted by names they trust.
