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German car brand Mercedes-Benz has unveiled its first branded skyscraper in North America, built in partnership with ShoP Architects and built with a philosophy of “sensory purity.”
Mercedes-Benz Places is a planned 67-story mixed-use skyscraper under construction in Miami’s Brickell neighborhood.
The building was developed by JDS Development Group (JDS) and designed by New York studio SHoP Architects in collaboration with the Mercedes-Benz design team.
At 2.5 million square feet (232,257 square meters), the project will be one of the largest projects currently under construction in Florida, according to the project team.
The development also includes a “reimagining” of Miami’s Southside Park by nearby American landscape studio Field Operations.
Renderings of the building show multiple rectangular volumes stacked on top of each other in alternating, vertical orientations. Each floor of the building’s exterior features curved corner balconies, with larger terraces hidden between the spaces created by the structural arrangement.
The residential component will house 791 units of Mercedes-Benz branded residences, ranging from studios to three-bedroom apartments.
The remainder will include 200,000 square feet (18,580 square meters) of office space, health and fitness facilities, a hotel, retail space and 130,000 square feet (12,077 square meters) of amenities.
The shape of the tower reflects Mercedes-Benz’s design philosophy of “sensual purity,” which it describes as a “symbiosis of intelligence and emotion.”
“Our unique style is one of sensual purity,” said Mercedes-Benz Chief Design Officer Gordan Wagner.
“This philosophy is based on the duality of emotion and intellect, consisting of hot and cold poles.”
He said the influence of the technical work of German design group Bauhaus still resonates with the company’s architectural designs, informing the extremes of “cool”.
“The emotional aspect of Sensual Purity is characterized by free-flowing oval lines and shapes inspired by nature,” the team added.
According to the team, the tower’s multiple balconies are designed to “capture light in multiple ways.”
“Technical Silver” will be the main color of the building, with black and white details in classic Mercedes-Benz colors. There will be a large Mercedes-Benz sign at the entrance to the building.
The development will include renovations to Brickell’s Southside Park at the base of the tower.
“In addition to changing the residential landscape, Mercedes-Benz also Miami will transform the Brickell community,” the team said.
“Key to this was reimagining Southside Park as an urban oasis. The project’s goal was to create a healthy living space with a canopy of trees and native vegetation such as mango trees and short-leaf figs.”
Groundwork has already been broken and occupancy is scheduled to begin in 2027, according to the team.
“With the cooperation between JDS Development Group and Mercedes-Benz, Mercedes-Benz has Miami will become a symbol of excellence, innovation and eternal existence Miami,” the team said.
The project marks the fourth collaboration between JDS and SHoP Architects, with other projects including the recently completed Brooklyn Tower and two “dancing” copper-clad towers in New York.
Mercedes-Benz recently unveiled its first branded skyscraper in Dubai, while automotive brand Bentley has also shared designs for its beachfront residence in Miami, which will feature car lifts that can transport vehicles directly to individual apartments .
These images are provided by Boundary’s JDS Development Group.
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