luxury brands invest in Marbella's real estate sector

Iconic fashion brands such as Fendi, Karl Lagerfeld, Elie Saab, and Dolce & Gabbana have already ventured into the world of home decor, and now they are expanding into real estate development with a new line of business in Marbella, where “branded houses” are being sold for millions of dollars to the wealthiest pockets.

Sierra Blanca Estates, a Marbella-based developer, is among the pioneers of this new luxury housing concept, collaborating with renowned Italian fashion brand Fendi to launch the first branded residential complex on the Mediterranean coast, Epic Marbella, taking the concept of luxury housing to another dimension.

Epic Marbella is situated on a 48,000-square-meter plot on the exclusive golden mile of the Costa del Sol municipality. The project comprises of 56 apartments and duplex penthouses, with the smallest unit covering 400 square meters. The luxurious properties are finished with high-quality materials and elegantly furnished by Fendi Casa.

Sierra Blanca’s executive director, Carlos Rodríguez, described Epic Marbella as “a unique project” not only for its architectural design but also for its innovative concept. Speaking to Efe, Rodriguez emphasised that the complex enables residents to “live in their own apartment, but with the security, amenities and services of a five-star hotel.”

Epic Marbella also offers generous common spaces and beautifully landscaped areas, as well as a social club, spa, cinema room, games room, and a gastro bar. Additionally, it features first-class sports facilities including a double-height gym, golf simulator, half basketball court, and a 25-meter indoor swimming pool.

According to Rodriguez, the goal is not just to build luxurious homes, but to “merge the DNA of the developer and the DNA of the brand through architectural and interior design to offer a unique experience to clients.”

Sierra Blanca’s successful entry into the universe of “branded homes” has led the Marbella-based company to further explore the possibilities of the fashion segment. This has resulted in exciting collaborations with fashion powerhouses such as Karl Lagerfeld and Dolce & Gabbana.

The renowned fashion brand Karl Lagerfeld has also joined the branded homes trend with the launch of five single-family villas, reflecting the late fashion icon’s passion for architecture, interior design and innovation. The first villa was sold off-plan in 2022 for a figure close to 15 million euros.

According to the executive director of Sierra Blanca, in this Lagerfeld-branded development, the German fashion house is responsible for the creative direction, brand image and design of each of the villas, resulting in each house being a unique work of art in their own right.

The villas will offer utmost privacy due to their unique architecture that relies on the interplay of light, shadows, reflections and colours. The landscape, with its stunning views of the sea and lush greenery, will also play a crucial role in “creating an idyllic atmosphere on the ground level,” according to the developer.

The project deserves recognition for its use of wood and a reflective synthetic ceramic material that is finished with white gold powder to create a polished and semi-reflective effect for each of the villas. A modern and distinctive design is achieved through the careful wrapping of each villa with these materials.

Pier Paolo Righi, the CEO of Karl Lagerfeld, has revealed to Efe that Marbella is their first venture into the real estate sector, but it won’t be the last.

Sierra Blanca’s collaboration with Dolce & Gabbana is just one of the Italian brand’s recent forays into the real estate sector, with plans for triple development in Miami, Maldives, and Marbella. According to Sierra Blanca’s executive director, the opportunity to have “Marbella listed alongside other important tourist and residential destinations is a source of pride.”

The project in Spain, which spans across a 90,000-square-meter site, involves the collaborative development of a multifaceted complex consisting of residential, commercial, restaurant, and arts components.

Lebanese fashion designer Elie Saab has also partnered with Sierra Blanca to bring his brand to a real estate development in the area. The project will feature five villas, the first to bear Saab’s name on the Spanish coast, and will boast an original and contemporary design, spacious interiors, and infinity pools that are sure to impress potential buyers.

The cost of owning one of these coveted properties, which has captured the attention of celebrities like Manchester City footballer Erling Haaland, is a far cry from the price of buying a pair of Karl Lagerfeld sneakers, flaunting an Elie Saab haute couture outfit, or carrying an exclusive Fendi or Dolce & Gabbana handbag, and only a few will be able to afford them.

For a starting price of 4.9 million euros (excluding taxes), you could become the proud owner of a luxurious Fendi Casa furnished apartment in the popular coastal town of Costa del Sol, but for those who aspire to own a villa with the Karl Lagerfeld stamp of approval, the price tag will easily surpass the eight-figure mark.