The new luxury is rewritten in Zagaleta
Updated: Jul 23, 2020
The increasingly young clients of the super luxurious urbanization are now calling it home.
Villa Cullinan for sale for €32m
No one doubts that the digital age has brought about the democratization of luxury. More and more fortunes are made, but there is another fact to take into account: the age of buyers has dropped significantly.
There is no better place to take the pulse of this reality than one of the most select private clubs in the world: the one made up of the owners of the exclusive and armored urbanization of La Zagaleta, in the municipality of BenahavÃs (ten minutes from Marbella) .
The clients are younger and younger, amassing their fortunes and bringing the world of luxury to the digital ecosystem and prioritizing their leisure time as a family: they travel with their children and with their partner, thus implanting their lifestyle in places where the old woman used to reign school. For example, they no longer go to play golf while their women shop. Today, couples play golf, tennis together, play water sports, and share their time with their children.
The new profile of the buyer of these villas (average price: 8 million euros), which previously was around 65 years old, now moves around 40. They are very active people on social networks, especially Instagram. Some of them are children of owners who have their own flourishing businesses: jewelry, cars, etc. They have a totally different vision, with clear digital strategies and that highly value leisure time, so they continue to choose discreet places to spend their holidays. To give you an idea, in Zagaleta there are 420 villas spread over its 51 kilometers of interior roads, controlled by accesses and with its own security department to guarantee your absolute privacy.
They continue to be British, Germans, Swiss ... And they continue to impose their committed lifestyle in a private club that has put itself together to offer what they demand. From corners where you can buy organic products from around the world to a Gourmet Club, where the process of meat and other foods is highly controlled. Of course, the love for haute cuisine is carried to the last, and it is the Michelin star chefs themselves who personally go (after management with their catering service) to cook in the open kitchen present in the villas of these exclusive clients. Meanwhile, they attend the master class and have dinner with friends.
Design and technology have also changed the way of managing these 2,000 m2 houses, increasingly homelike and more thought for family enjoyment. Everything is domotic from the moment you enter: electricity, heating, indoor pool, heated outdoor pool, curtains, fireplace, Turkish bath, home cinema, wine cellar, parking with space for 15 vehicles ... And everything can be managed from your mobile, no matter what part of the world you meet. If you come from Zurich, you can turn on (via app) the heating and the fireplace the same day you arrive at the heliport in your helicopter.
Even Zagaleta's advertising image that appears on Facebook has mutated. Now it shows a certain Peter, an attractive and blond protagonist with a flawless beard, white shirt and modern sunglasses who, in addition to his Bentley, drives a high-end yellow sports car. Its slogan is also cooler: it says "Adventure Time", an invitation to fun in this oasis surrounded by forests, springs and deer, overlooking the African coast and equipped with an Equestrian Club for horseback riding in the surroundings.
The forest, by the way, belonged to the Saudi magnate Adnan Khashoggi, who in turn had bought the estate from the Roussel family, related to the Onassis. It was the visionary Enrique Pérez Flores who took these lands and turned them into what they are today: the best luxury resort in Europe, of almost 900 hectares, with parcels of 6,000 square meters on average.
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