Carlos Rodríguez: “Branded residences are a mark of excellence, elevating Marbella to the global stage”
Carmen Duran - Oct 17, 2025 - Marbella Lifestyle
Friends for more than three decades, Carlos Rodríguez, CEO of Sierra Blanca Estates, and Javier Nieto, CEO of Pure Living Properties, met at the new Pure Living Properties office in Marbella to talk about the present and future of the high-end real estate market — one of the key industries driving the Costa del Sol.
Both men grew up in the same city, sharing childhood games in Puente Romano back when Marbella was still a quiet Mediterranean town, unaware that years later they would both become leading figures in shaping its transformation — one as a developer and the other as a real estate consultant.
Founded in 1986 by Pedro Rodríguez, Sierra Blanca Estates is now one of Spain’s most prestigious property developers. The company has been a pioneer in the creation of branded residences with projects such as EPIC Marbella by FENDI Casa, Karl Lagerfeld Villas and the upcoming Design Hills – Dolce&Gabbana. These visionary developments have helped expand the concept globally, positioning Marbella as a world-class residential destination.
With a family-oriented vision, passion for architecture and an unwavering commitment to excellence, Sierra Blanca Estates has played a pivotal role in raising the international profile of Marbella and Málaga as leading luxury destinations in Europe.
Carlos Rodríguez, Pure Living Properties and Sierra Blanca Estates share a similar philosophy — excellence and a deep commitment to Marbella. How did it all begin?
It all started with my father, Pedro Rodríguez, who arrived in Marbella nearly forty years ago with the dream of creating something different. His first major project was the Sierra Blanca development, which laid the foundations for what we are today. He set the standard: always choose the best locations, pursue innovative design, and maintain a close and personal relationship with every client.
More than just building houses, he built part of the city itself — and that philosophy remains in our DNA. Today, with projects underway in Marbella, Estepona, Benahavís and Málaga, we continue to work with the same passion and care that he instilled in us from the beginning.
We’ve known each other for over thirty years, since our childhood in Marbella. What do you remember from those early years?
I have very fond memories of that time. I came to Marbella as a child and remember perfectly what it was like to play around the tennis courts, run between the early Sierra Blanca construction sites, and feel that wonderful sense of freedom that came with growing up here.
That more family-oriented, relaxed Marbella shaped me. Seeing how the city has evolved and become a global reference for luxury fills me with pride — especially knowing that, in some way, we have contributed to that transformation.
At what point would you say Sierra Blanca Estates reached the next level?
I’d highlight two pivotal moments. The first was EPIC Marbella by FENDI Casa, the first large-scale branded residence project on the Costa del Sol. It marked a turning point by introducing five-star hotel services — wellness, security, concierge — into a residential complex.
The second was Sierra Blanca Tower in Málaga, a groundbreaking project that brought luxury high-rise living to a city in full transformation. Both were bold moves, but today they stand as architectural icons representing the new era of residential design on the Costa del Sol.
The rise of branded residences
Your name is closely linked to branded residences. How would you define this concept?
A branded residence is, above all, a mark of excellence. These are projects developed in collaboration with international brands that are involved from the first sketch to the handover of the keys.
The brands play a key role in architecture, interior design and conceptualisation, and they commit to maintaining their name associated with the property for decades. This gives buyers complete confidence — they know they’re acquiring a home with international standards, impeccable management, and enduring value.
In Marbella, branded residences have raised the market standard and placed the city in the global league of luxury real estate.
What sets a branded residence apart from a conventional development?
Mainly the brand’s involvement. In our projects — whether fashion or design brands — they are deeply engaged. They participate in aesthetic decisions, materials, layouts, even the final finishes.
And once completed, they remain involved, ensuring the property retains its excellence over time. For buyers, this means consistency, exclusivity, and security — a formula that combines investment and lifestyle. That’s why I believe it’s not just a passing trend, but the future of the premium real estate sector.
Let’s talk about the Dolce&Gabbana project. What makes it so special?
It’s a particularly meaningful project because it represents the consolidation of our vision to create a Marbella Design District — an extension of the Golden Mile.
The site itself is spectacular: over 100,000 square metres with open views of the sea and the golf valley. But what truly makes it unique is the personal involvement of Domenico and Stefano, who are directly engaged in every aspect of the design.
This will not just be a residential complex — it will become a new landmark in the city, featuring boutiques, restaurants, and art spaces. I genuinely believe Dolce&Gabbana Design Hills will redefine luxury living in Marbella.
You’re also investing heavily in Málaga. What motivated that decision?
Málaga is undergoing a remarkable transformation. It’s a city rich in culture, connectivity and international projection — one of Europe’s most attractive destinations.
When we launched Sierra Blanca Tower, some doubted whether the market would support such high prices. Today, the results speak for themselves: it’s been a sales success and has sparked further development throughout the area.
Málaga needed architecture that reflected this new stage, and we’re proud to have contributed to it.
You’re developing new projects in Estepona with the Nadal family and Abel Matutes. What can you share about that?
Our next project, Sierra Blanca by the Sea, will be an oceanfront development with 42 apartments and 6 villas — an extraordinary location where the sea practically touches the terraces.
Working with the Nadal family is a privilege. We admire their humility, discipline and commitment to excellence — values we share.
We’re also preparing another branded project in Nagüeles, which will be unveiled soon.
The vision of Carlos Rodríguez
How has the luxury property buyer changed in recent years?
Today’s buyer is more international, more demanding, and better informed. They want a new home with design, technology and sustainability — but also a complete experience: services, personal attention and flawless after-sales management.
Clients coming to Marbella now seek quality, but also trust — and that only comes from genuine proximity. Our clients know where our office is, and they can walk in whenever they wish. Being available is part of our identity.
From Pure Living’s perspective, why are branded residences in Marbella a safe bet?
Because they combine everything investors seek: location, quality, brand, and profitability.
A branded residence ensures consistent standards, builds international trust, and delivers a product that retains its value. In addition, resale liquidity is significantly higher.
Investing in a branded residence in Marbella means investing in a lifestyle — but also in a solid asset that will continue to appreciate over time.
Beyond luxury, Sierra Blanca Estates is also involved in social housing and sports. Why is that important to you?
Because Marbella is our home. If things go well for you here, you should give something back.
We support sports because it represents the values of Marbella to the world. But we’re also developing more than 370 affordable homes in Marbella and Málaga.
We don’t want to look the other way. Growing responsibly is also part of true luxury.
After so many achievements, what keeps you motivated? What legacy would you like to leave Carlos Rodríguez in our beloved Marbella?
I’m motivated by the opportunity to keep building the city with passion and purpose. It’s not about doing more projects, but doing them well — ensuring our clients are happy and feel their investment was right.
If, in the future, people say Sierra Blanca Estates helped elevate the standard of luxury in Marbella, and that we did it with honesty and heart, I’ll be satisfied. That’s the legacy I hope to leave in this city.
Are you looking for a Branded Residence?
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