German automotive giant Mercedes-Benz is expanding its reach beyond the road, unveiling its first branded residential skyscraper in North America.
The project, known as Mercedes-Benz Places, is a 67-story mixed-use tower rising in Miami’s Brickell neighborhood, designed in collaboration with renowned architects SHoP and informed by Mercedes-Benz’s design philosophy of “Sensual Purity.”
The colossal project, spanning 2.5 million square feet, will be one of the largest currently under construction in Florida. Developed by JDS Development Group, the building boasts an impressive array of amenities, including 791 Mercedes-Benz branded residences, 200,000 square feet of office space, health and fitness facilities, a hotel, retail space, and 130,000 square feet dedicated to amenities.
The tower’s design, characterized by multiple rectangular volumes stacked in alternating, perpendicular directions, reflects Mercedes-Benz’s design philosophy. The “Sensual Purity” approach emphasizes a balance between emotional and intellectual elements. This is reflected in the building’s striking silhouette, with curved-corner balconies lining each floor and larger terraces nestled between the stacked volumes. 
The building’s “cool” pole, influenced by the technical work of German design group Bauhaus, is evident in the tower’s clean lines and geometric forms. The “hot” pole, inspired by nature, is expressed through the flowing lines of the balconies and the organic landscaping surrounding the building.
Mercedes-Benz has incorporated its iconic brand identity throughout the tower, using a dominating “technical silver” color scheme with black-and-white details echoing classic Mercedes-Benz color palettes. A large Mercedes-Benz logo will proudly mark the building’s entrance.
The project also includes a revitalization of Brickell’s Southside Park, situated at the base of the tower. This “urban oasis” will feature a canopy of trees and native vegetation, transforming the surrounding area into a healthy living space.
The tower’s unique design, coupled with its comprehensive amenities and the revitalization of Southside Park, promises to redefine the Miami skyline and elevate the Brickell neighborhood to new heights. Foundation work has already commenced, and occupancy is expected to begin in 2027.
With its first US residential skyscraper, Mercedes-Benz is taking its design prowess beyond the automobile, creating a landmark that embodies the brand’s values of innovation, luxury, and sophistication.
Source: GlassBalkan
