Mercedes-Benz Picks Miami for 1st North American Development

Mercedes-Benz is steering its brand into the luxury condo market with a 2.5M SF tower in Miami’s Brickell neighborhood that will become the German automaker’s first branded North American real estate development.

In January, the company unveiled plans to become a global CRE player with a high-rise development in Dubai.

Mercedes-Benz has inked a deal with JDS Development Group to put its brand on a 67-story, 2.5M SF luxury project that is one of the largest under construction in Florida. Terms of the licensing deal were not disclosed.

The development, which began in 2022 under the name of 1 Southside Park, will now be called Mercedes-Benz Places. The cube-shaped structure will be home to 791 residences ranging from studios to three-bedroom condos.

Prices on the units will start at $550K and range up to $4M, not including penthouses, which are yet to be specified, according to a report in SecretMiami.com.

The project began in 2022 when JDS secured $86M in construction financing from Maxim Capital Group. It is expected to be delivered early in 2027.

Renderings of the silver-clad building include a huge Mercedes-Benz logo over the entrance. The mixed-use tower will include 200K SF of office space, a 174-key Treehouse Hotel, retail space and a city of Miami fire station.

A Mercedes-Benz design team is working in collaboration with SHoP Architects to infuse the Brickell project with the automaker’s “hot and cool” design philosophy.” Urban landscape designers Field Operations, who worked on NYC’s Highline, are designing green spaces Mercedes-Benz Places.

In January, Mercedes-Benz unveiled its first Mercedes-Benz Places condo development, a 65-story, $1B residential luxury tower in Dubai it is developing in partnership with Emirati developer Binghatti.

The Dubai tower will feature 150 apartments with prices ranging from $2.7M to as much as $10M each. The condo tower will feature unobstructed views of the world’s tallest building, the 3,000-foot tall Burj Khalifa.

Mercedes-Benz is not the first luxury automaker to attach its brand to real estate. The list includes Bugatti, Aston Martin, Porsche, Bentley and Lamborghini.

Aston Martin Residences, a 69-story, glass-clad tower, is nearing completion on the Miami River. The luxury tower’s 9,573 SF Sky Penthouse recently was sold for an astronomical $23M, according to a report in MiamiCondoInvestments.com.

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