The New Macro-Resort
A landmark partnership between Sierra Blanca Estates and Platinum Estates is reshaping Marbella’s luxury landscape with the launch of the Costa del Sol’s first branded beachfront macro-resort. Set on the former Las Dunas Club site, this expansive new development will seamlessly combine high-end hotel hospitality with branded private residences on one of the region’s most coveted stretches of coastline.
Following the final approval of the modification of elements of the General Urban Development Plan (PGOU) 1986 for the URP-AL-G ‘Las Dunas Club’ sector, which has been extended for an additional eight years, the project is now legally and structurally positioned to proceed. This zoning authorisation permits the construction of a 5-star luxury hotel with 186 rooms and 180 branded residences, an unprecedented scale for Marbella’s frontline beach.
Located on a prime 160,000-square-metre plot between Marbella and Estepona, the land is classified as urbanizable con uso hotelero y residencial under the PGOU. This allows for fully integrated hotel-residential development, with amenities and services unified under one operational brand. Construction is already underway, and the development is expected to serve as a flagship for the growing branded residence market in southern Europe.
Branded Hospitality Vision
At the heart of this vision is a strategic commitment to global hospitality standards. Sierra Blanca Estates and Platinum Estates are in the final stages of negotiations with two of the most prestigious luxury operators in the world: The Ritz-Carlton and St. Regis Hotels & Resorts, both part of the Marriott International group. The final selection will define not only the brand identity but also the service model, design ethos, and investment appeal of the entire resort.
Once complete, the resort will include a signature beach club, destination spa and wellness centre, state-of-the-art fitness facilities, a private cinema, high-end restaurants, and extensive landscaped gardens and social spaces. The branded residences will benefit from full hotel-style servicing and concierge access, offering a turnkey lifestyle that blends ownership with five-star hospitality.
Sierra Blanca Estates is no stranger to ambitious branded developments, having previously launched collaborations with Karl Lagerfeld, Fendi Casa, and Dolce & Gabbana. This new resort builds on that legacy, marking the next step in Marbella’s evolution as a global luxury destination on par with the Côte d’Azur, Miami, and Dubai.
Executive Perspectives
Harry Mohinani, CEO of Platinum Estates, expressed his confidence in the joint venture: “Sierra Blanca Estates brings the design expertise and track record required for a project of this calibre. Together, we will deliver something Marbella has never seen before, iconic branded living, directly on the beach, with one of the world’s top hotel names.”
Carlos Rodríguez, CEO of Sierra Blanca Estates, highlighted the broader implications: “This is a defining moment for Marbella. We’re not just building a resort, we’re setting a new benchmark for the Costa del Sol. The inclusion of a globally recognised brand such as Ritz-Carlton or St. Regis will place Marbella firmly on the international branded residence map.”
Delivery of the first units is expected within three years. Interest from international buyers, investors, and lifestyle-oriented purchasers is already strong, reflecting a wider market trend toward secure, serviced, and design-led coastal living. With limited beachfront land remaining and zoning now fully approved, this resort is likely to become one of the most significant residential-hotel projects in Spain over the next decade.
This project adds to a wider wave of branded residential developments arriving in Marbella, as international hospitality names increasingly pair their brand with private residences rather than hotel rooms alone. For buyers, a resort-branded address typically carries a premium tied to service standards, brand recognition, and rental management support, three factors that appeal strongly to the kind of international buyer already drawn to Marbella’s beachfront. Whichever operator ultimately takes the Las Dunas site, its presence is likely to reinforce the area’s positioning at the very top of the Costa del Sol’s luxury market.
