Branded Developments are Trending

Mercedes-Benz City. Shah Rukh Khan tower.

Branded developments are trending.

Historically, districts were named after the clusters of industry or the key occupiers located there. But fully integrated, brand-designed developments are a fairly recent phenomenon.

Some current examples:

Mercedes-Benz Binghatti City
A “city in a city” concept in Dubai, Mercedes-Benz AG's Places design line emerges from individual towers to full district developments. The mixed-use development will include cultural and leisure zones, retail, green corridors as well as mobility hubs, and wellness and sports zones. Mercedes’ brand values will be recognisable in all.

Shahrukhz by Danube
The very first branded commercial tower in Dubai is developed in collaboration with and named after the global superstar Shah Rukh Khan. The 55 storey tall tower will pair high-end offices with respective amenities from pools, to gardens and gyms. In a way the superstar character in built form.

While not necessarily new (Mercedes-Benz Places are also available in Miami, and so are other branded developments around the globe), the scale certainly is. Developers in competitive markets are seeking for distinction, and are after global tenants and occupiers, especially in global cities.

Recognition and curated experience become valuable assets in times of “lifestyle-as-real-estate”, and especially markets in APAC such as Mumbai, Hong Kong or Singapore see comparable developments as well.

Question is: what is the package and restriction these developments come with? And where will they occur next?

P.S.: In reference to your recent post Carlo Benigni.

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