A Porsche rides a glass lift to a sky garage, Bugatti signs a tower, and a tuning house sells a home that is configured like a car. Who carries car names over to property and why, how the marques sell the lifestyle to the buyer, and how to look at such a purchase calmly.
Sunny Isles Beach, a northern suburb of Miami. A resident drives a car into a glass lift, the doors close, and a minute later the car sits in a sky garage behind the living-room wall. Not in a basement but at apartment level, behind glass, like a sculpture. A video of that ride has been watched nearly 50 million times, according to Fortune. The building is the Porsche Design Tower: sixty storeys, 132 residences, architect Sieger Suarez, developer Dezer Development, opened in 2017.
You can smile at it as a toy for the rich. But notice what happened. The car stopped being something left at the entrance and entered the floor plan. Since then dozens of marques have walked through the same door, and the busiest place to watch it today is no longer Florida. It is Dubai.
When the badge moved from the bonnet to the facade
By Savills' count, the world had 910 branded schemes at the end of 2025, against 323 in 2015. Most still carry hotel names (Knight Frank puts the share at 83 per cent): people are used to sleeping under a famous sign. But a crowd of newcomers has joined them, names that never hosted a guest: fashion houses, restaurateurs, designers, carmakers. The busiest city for them is Dubai, where Savills counts 64 completed schemes and 87 more in the pipeline.
Why would a car want an address? The simplest answer seems to us the truest. A car proves better than any words that a company can make things. The weight of the door, the sound it makes when it shuts, the stitch in the trim, the way the wheel sits in the palm: all of it is tested by hand in a minute. A home offers the same test at the scale of a house: the rail, the turn of the stair, the light in the living room at five in the afternoon. A name on a building sounds like a promise you can touch. This is our own reading rather than a quotation, but it rhymes with what the companies say. Mercedes-Benz talks about carrying its design into connected living spaces. BRABUS says it now designs a lifestyle alongside its vehicles.
There is a more human reason too. Whoever chooses a Bugatti or a BRABUS joins a small country with its own language and customs. A home lets them live there all year, not only at weekends. The developer gets what advertising cannot buy: a tower the neighbour cannot copy by putting up one more tower with a view. And the marque, as one Dubai adviser told Gulf News, enters property with almost no capital. Everyone is happy. What remains is to find out what exactly is on sale.
Dubai: a parade of names
Car brands enter a building at different depths. Some lend a name. Some furnish the rooms. Some draw the silhouette itself. Let us go down the list.
Bugatti Residences in Business Bay. Here the building is conceived as an object rather than an address. As reported at the 2023 launch, Bugatti is credited with the architecture and visualisation, the curves of the facade are taken from the bodywork, two lifts carry cars from the garage to the penthouses, and each of the eleven Sky Mansions takes a whole floor. The developer is Binghatti. That this is more than talk shows in the records: in December 2025 a six-bedroom residence in the tower sold for AED 550 million, a first sale by the developer at the construction stage. The entry is visible in the Dubai Land Department data through DXB Interact. The price came to AED 11,650 per square foot, about 1.7 times the median of the whole tower. Handover, by our card for Bugatti Residences, is approximately the second quarter of 2027; the dates are approximate.
DaVinci by Pagani in Business Bay. The interiors were created under the direction of Horacio Pagani himself, and this is a case where the name means one particular person with a particular taste for materials and small things. The developer is Dar Al Arkan, sold by Dar Global. A curious detail: in the land records the tower is listed as J One Tower B (DaVinci Tower by Pagani), so anyone searching by the brand may come back empty-handed. Over the last three years there were 21 sales, at a median of AED 8.07 million, about AED 3,820 per square foot. Rental yield, by the tool's figure, is about 8 per cent. At the launch in 2021 apartments were offered from AED 5.5 million.
Mercedes-Benz Places in Downtown. The first Mercedes-Benz-branded residential tower in the city. Two- and three-bedroom residences are on sale, with handover approximately in February 2027 according to the developer. The premium over neighbouring towers is modest, between 4 and 16 per cent, and it rests on the three- and four-bedroom homes.
Mercedes-Benz Places – Binghatti City in Meydan. This one is no longer a tower but a city within a city. Binghatti and Mercedes-Benz announced it on 16 December 2025, and the official launch took place on 14 January 2026: reportedly about AED 30 billion and more than 10 million square feet of development. Of 5,395 homes, 1,633 have been sold, at prices close to the district's level. It is wide access to a name, and it sits at the opposite end of the range from Bugatti.
Mira Villas by Bentley Home in Meydan. Thirty-six villas delivered with Bentley Home interiors, already furnished and equipped with houses such as Gaggenau, Frette and Lalique. The keys open onto a finished life rather than a concrete shell. The project is on sale, and its card is here: Mira Villas by Bentley Home.
Lamborghini Mansions in Dubai Hills (Emaar). A community of about forty six-bedroom villas inspired by the design of Automobili Lamborghini.
The tailor-made home. Tuning houses live by taking something finished and fitting it to one person. Their homes follow the same logic. BRABUS Island in Abu Dhabi's Al Raha Beach offers a base and then your version of it: three colourways (Black and Bold, White Bliss, Gray Haven) and a modular interior the owner configures to live, in the brand's phrase, BRABUSIZED. There are 104 homes, twin beach villas, twin villas and townhouses, with a private marina and beach. The project has a second address: BRABUS Island Baku on the Caspian coast at Sea Breeze (Nardaran), about 30 minutes from central Baku: a branded island of 592 apartments, from studios to duplexes, and 16 twin villas.
Mansory Residences by AMAAL in Meydan Horizon is described by its developer as the first residential tower carrying the Mansory name, an investment of AED 1.8 billion.
Beyond Dubai
The idea travels well. The same moves are now made in Florida, on the Spanish coast, in Bangkok and on the Gulf shore of Ras Al Khaimah.
Aston Martin Residences in Miami stand at 300 Biscayne Boulevard Way in the heart of the city: 391 residences over 66 floors, with the developer G&G Business Developments. The project's own page presents it as the work of two minds from two worlds, Aston Martin's design chief Marek Reichman and the architect Rodolfo Miani, with the studios Revuelta Architecture and Bodas Miani Anger. Kitchens are by Bulthaup with Gaggenau appliances, there is a fitness centre and spa, a large pool deck, a marina, and an art gallery on the 52nd floor. The views run over Biscayne Bay and the Miami River.
Bentley Residences in Sunny Isles Beach return us to where we began. Dezer Development, the builder of the Porsche Design Tower, is putting up a Bentley tower on the same coast, again with Sieger Suarez as architect: 62 floors and 216 residences, each with a sky garage reached by the developer's own car lift. The building is under construction. Earlier materials gave 2026 for completion, recent reports point to 2028, and we have not found an official date.
The Astera on Al Marjan Island in Ras Al Khaimah (Dar Global) offers beach residences under the Aston Martin name: one-, two- and three-bedroom apartments and three-bedroom beach villas, sixteen floors above a podium, panoramic views of the Arabian Gulf and a private beach of its own. The interiors are given to Aston Martin's design team.
Tierra Viva in Benahavís, near Marbella, is Dar Global's answer in southern Spain: a gated community of mansions of four, five and six bedrooms on two to four levels, in four types named after precious stones. The developer calls the design inspired by Automobili Lamborghini; some mansions have a private car lift, and the clubhouse has a Lamborghini Café and a car showroom space. Completion is expected in mid-2028.
Porsche did not stop at one address. After Miami, Porsche Design is building its first tower in Asia, in Bangkok's Thonglor district, with Ananda Development. There are just 22 residences, duplexes and quadruplexes that the developer calls sky villas. Construction began in September 2025 and completion is planned for December 2028.
Lifestyle as a product
Car marques do not sell square metres, they sell a scenario for the day. In these homes the scenario is written out in some detail, and five moves stand out.
The morning starts with the car. Car lifts at Bugatti Residences, the sky garages of Porsche and Bentley, a glass display behind the living-room wall: the car enters the house as part of the interior, visible from the armchair. The most visible move, which is why it gets filmed.
Life arrives finished. At Mira Villas by Bentley Home the villas are delivered furnished and equipped with Gaggenau, Frette and Lalique: kitchen appliances, bed linen, crystal already chosen. The buyer does not hire a designer or assemble a house from catalogues but receives a room that already speaks in the marque's voice.
The home is configured like a car. BRABUS Island offers three colourways and a modular interior the owner assembles. The tuning house is used to doing this with a car; now it does it with a home and calls it living BRABUSIZED.
A world is built around the house. At BRABUS Island that means a private marina, a private beach and a Grand Pavilion with curated retail. At Aston Martin Residences in Miami it means a spa, a pool deck, a marina and an art gallery in the sky, and at The Astera an infinity pool, a cinema, a spa, a yoga lawn and a pool bar. There is no car in sight, but the character is the same: care, privacy and the feeling that everything is made for your own people.
Neighbours of the same taste. Whoever buys a Bugatti or a BRABUS gets not only a home but neighbours with whom one can speak the same language. That is why marques stage projects as events: Mansory showed Mansory Residences at a dedicated experience centre in Dubai.
All of this reads well in a brochure. For the buyer, what matters is which part the brand promises and which part is written in the contract and included in the price. We return to that below.
What the Dubai records show
We looked at Dubai transaction records and set the car-branded towers next to neighbours without a brand. These are samples, prices are medians per square foot, so they are sketches rather than finished portraits. But the portraits are recognisable.
At Bugatti Residences the median is about AED 6,960 per foot, which is 1.6 to 2 times the new towers around it in Business Bay. In 2026 so far the market data shows 25 sales at a median of AED 25 million. Behind the tower stands not a logo but a form, car lifts and mansion-sized floors, and buyers value that.
Mansory Residences opened a door at both ends of the market. Since the launch in early 2025, 259 of 552 homes have been sold, about AED 790 million in twelve months. The median price is only AED 2.2 million, one-bedroom homes start at AED 1.27 million, and at the top two five-bedroom homes sold at around AED 62 million each.
Mercedes-Benz Places in Downtown earns a small premium for the name, while Binghatti City sells at district prices: wide access, many homes, an easy way in. Savills measures the average branded premium at 33 per cent worldwide. In Dubai the premium appears to follow what is visible in the building rather than the logo.
How to look at such a home
Now to what we are telling all this for: what exactly you are buying.
First of all, property with a borrowed name hung on it. The land, the walls and the management company belong to the developer, the name belongs to the brand, and a contract lies between them. It is worth reading before you sign, best with a broker. Good projects answer questions about it calmly.
Then watch what in the house belongs to the marque, and for how long. The licence on the name lasts as long as the contract. The design you see in the plan and in the interior stays with the house for good. And a small edition, be it eleven Sky Mansions or thirty-six villas, works harder at resale than any badge. That is why Bugatti has an expensive foot and Binghatti City a calm one: the first is about rarity and the master's hand, the second about access to a familiar name.
Finally, the purpose of the purchase. A home with a car name is good to live in: someone who chooses the world of a marque gets it every day. For rental it suits less well. There the address, the service charge and the rental rules matter more, and the name on the facade moves into the background.
And five questions worth asking before you reserve:
- Who holds the brand rights, and for how long?
- Who builds, and who runs the building after handover?
- What does the service-charge schedule include?
- Are there rental or tourism rules attached to the home?
- What has the developer delivered before?
What we can show
In Dubai we offer residences in DaVinci by Pagani, and we arrange Bugatti Residences, Mercedes-Benz Places in Downtown and the villas of Mira Villas by Bentley Home on request. In Abu Dhabi, BRABUS Island offers villas in the segment we work in. Outside the Emirates we arrange BRABUS Island Baku in Azerbaijan and Tierra Viva in southern Spain.
The garage over the ocean in Sunny Isles Beach remains the clearest answer to the question of why all this exists. The owner comes home by car and does not leave it until the living room. The rest is a matter of taste, budget and contract.
Residences in development from the car marques
Projects from this article that are still under construction are available through us on request: current availability, terms and a named advisor.
Bugatti Residences by BinghattiBusiness Bay, DubaiApproximate handover: Q2 2027
BRABUS Island VillasAl Raha Beach, Abu DhabiApproximate handover: Q1 2029
Mira Villas by Bentley HomeDistrict 11, Meydan, DubaiApproximate handover: Q4 2026
BRABUS Island BakuNardaran, Sea Breeze, Baku, AzerbaijanApproximate handover: Q4 2028
Tierra VivaBenahavís, Costa del Sol, SpainApproximate handover: Q2 2028
Mercedes-Benz Places by BinghattiDowntown DubaiApproximate handover: Q1 2027
ICONIC Tower, Dubai Internet CityDubai Internet City, DubaiApproximate handover: Q4 2027DaVinci by Pagani residences available through us
A selection of residences in DaVinci by Pagani that we offer. There are more, and your advisor will gladly introduce them.
Two-Bedroom Residence
Three-Bedroom Residence
Four-Bedroom PenthouseRealtimo Luxury is an independent platform and is not affiliated with the brands named in this article. It is an editorial piece based on public statements of the brands and developers, market reports and Dubai transaction records. Where a figure is quoted, the source is named. Renderings and press images belong to their developers and brands and are shown with credit. It is not an offer. Dates and statuses are as known on 5 November 2026 and may change.