Benzema buys a house in Dubai and invests in the Binghatti Tower
The French footballer has purchased several residential units in the Mercedes-Benz Places – Binghatti City development, including a property in the Vision Iconic Tower, which has 78 storeys and 1,426 flats. Abdullah Binghatti, commercial director of the group of the same name, is banking on his profile to bolster the project’s position in the high-end property market
Karim Benzema is investing in the property market in Dubai. The French footballer has purchased several residential units in the Mercedes-Benz Places – Binghatti City development, including a flat in the Vision Iconic Tower, the project’s tallest tower. This was announced on 6 October by the developer Binghatti, without disclosing the value of the deal, the exact number of properties purchased or the financial terms of the transaction.
The agreement was unveiled at the Coca-Cola Arena in Dubai during the tower’s launch. The signing involved Benzema and Abdullah Binghatti, the group’s commercial director, in the presence of the chairman, Muhammad Binghatti. The company sees this deal as part of its strategy to attract international investors and high-net-worth clients.
A tower block with 1,426 flats
The scale of the development is a testament to the initiative: Vision Iconic Tower rises over 78 storeys and comprises 1,426 homes, including one- to five-bedroom flats and high-end suites. The project also includes 27 retail units and over 30 amenities and facilities for residents. The tower occupies a site of approximately 239,844 square feet and, according to the company’s presentation, offers views of the Burj Khalifa, the Meydan racecourse and Dubai Creek Harbour.
The stated positioning is that of luxury property associated with an international brand. In announcing the acquisition, Binghatti highlighted design, the quality of its developments and partnerships with global brands as the distinctive features of its offering.
The brand as a commercial lever
In the developer’s communications, the purchase by Benzema takes on a significance that goes beyond the individual transaction: the client’s fame is used to bolster the project’s international visibility and its positioning amongst an audience of affluent buyers. The chairman Muhammad Binghatti described the investment as recognition of the group’s ability to attract investors and high-profile figures.
