BRABUS has now shown the 92 upscale villas that will make up the project’s second phase.

At an invitation-only event held in Abu Dhabi’s Al Seef District, an hour southwest of Dubai, just over four months ago, we discussed BRABUS Island, the German tuner’s major announcement regarding its first branded real estate project (U.A.E.).

Phase 1 of the project, which is being developed by Reportage Properties and Cosmo Developments under the BRABUS brand, focused on four high-rise towers in the Emirati capital. These towers house 350+ luxury apartments with two, three, and four bedrooms, ranging in size from 1,152 square feet to 4,908 square feet. BRABUS has now shown the 92 upscale villas that will make up the project’s second phase.

BRABUS was established in 1977 and has established a reputation for modifying Mercedes-Benz models to make them more specialized, fast, and sharp. Custom builds based on the G-Class, a model that is very popular with locals (including the Royal Family and the Dubai Police, who are known for having multiple supercars in their fleet), have further established BRABUS as a niche luxury brand in the United Arab Emirates, giving the brand a unique status.

The brand has organically grown into other lifestyle areas, such as luxury boats, fashion through Signature Night, and now real estate, given its target demographic. The idea behind this initiative is simple yet aspirational: Make an effort to apply the company’s high-performance DNA to the real estate industry. In essence, expand on all that has made Brabus a household name among Mercedes fans and move it into a completely different but no less profitable asset class.  

When it comes to these villas, there are several different layouts accessible. There are lakefront hideaways for peaceful getaways, beach villas with direct access to the sand, and smaller twin villas and townhouses. Those who want the most privacy can find penthouses and V.I.P. apartments at the top tier. The company’s automotive catalog and design philosophy are reflected in the general design language, which emphasizes performance-inspired architecture and sharp edges.

Personalization is the key selling point inside. Just like when you choose your leather, stitching, or trim for a Brabus G-Wagen or Rocket 1000, you may choose layouts, finishes, and color schemes here. Because modular interiors are available to tenants, you can customize your home to fit your lifestyle. Every villa has access to its own pool, patio, or lush lawn, and there are plenty of facilities available.  

Numerous swimming pools, a retail pavilion, a fitness facility, a private marina, direct beach access, and manicured seating spaces are among the shared amenities. Brabus Island’s degree of integration may put it in a special position for a city like Abu Dhabi, where shoreline access frequently fetches prices far into the millions. It is more about packing as many unique features as you can into a single package than it is about one-off features. 

The distinction between luxury and car brands and real estate developments has been muddled before. Both Porsche and Bentley have residential towers in Miami, and the duPont Registry Group is collaborating with Pininfarina on a high-end building in the city’s design district that is targeted at auto enthusiasts.

However, the date and location of Brabus Island are unique. Over the past ten years, the United Arab Emirates and Dubai in particular have been popular destinations for ultra-high net worth individuals seeking safety, exclusivity, and brand-backed status in one location, as well as a stable political climate, top-notch infrastructure, and connectivity. 

This is also the reason why a number of well-known luxury companies from around the world are making claims, such as Bugatti, Trump, Jacob & Co., Mansory, and now Brabus. With sites like the Louvre and Yas Island, the location of Ferrari World and the last race on the yearly Formula One calendar, Abu Dhabi itself contributes cultural weight. With only 92 units, the Brabus-branded Villas are already limited, much like in the world of collectible cars, and that may be the project’s greatest selling point. 

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