LookBook | BEYOND ESCAPISM

BEYOND ESCAPISM

Andalusia | South of Spain

INSIDE EDGE:

Editorial Insights & Industry Foresight

BeyondWellness: Integrative Health vs. Light Wellness in the Future of Hospitality

A Private Exchange with Sue Harmsworth, MBE, the Matriarch of Spas, on the Future of Wellness and Spa Culture

As the BEYONDESCAPISM project in Andalusia quietly moves forward, my recent conversation with Sue Harmsworth, MBE, provided critical insights that echo the very core of what we aim to achieve. Known as the matriarch of spa and wellness, Sue's deep-rooted understanding of hospitality aligns perfectly with our vision for what’s next in luxury wellness. Sue, who also serves as an esteemed ambassador of the HoteliersGuild Leading Hôtelières chapter and honorary member of our Academy of Hospitality Arts, illuminated the future of wellness in ways that both validated and expanded my thinking.

She aptly pointed out that “wellness” as a term has been stretched to the point of losing its meaning. Today, it's used so broadly that it encompasses everything from meditation apps to high-tech diagnostics. According to her, the future lies in creating truly integrative wellness resorts—destinations that marry “light” wellness, such as relaxation and spa services, with “serious” wellness, where functional medicine, diagnostics, and personalized health plans take center stage. This direction resonates powerfully with our project’s mission, which blends natural tranquility with a scientiﬁcally advanced approach to health. We’re creating more than a retreat; we’re establishing a place that deeply impacts personal wellbeing and health - a destination in itself, well BEYONDESCAPISM.

Sue’s insights extended into the sustainable business models that are necessary for these integrative wellness resorts to thrive. She explained that traditional hotel spas often struggle financially because they’re managed as standalone departments, each with its own profit metrics. Instead, she advocates for a cohesive approach where all services—spa, medical diagnostics, wellness therapies, and recreational experiences— function as a single profit center. This integrated model, she explained, is crucial to the long-term profitability of wellness-focused projects, aligning perfectly with our concept approach. Every aspect, from our signature spa services to advanced health diagnostics, will flow together as a seamless, financially sustainable experience.

Another compelling trend Sue shared is the rise of wellness real estate, especially since the pandemic has reshaped the way people think about where they live and work. The new focus is on communities that are more than just places to visit—they’re designed for sustainable, long-term living.

In our own concept for Andalusia, we’re planning for a multigenerational community that promotes a harmonious blend of nature, health, and selfsustainability. This model answers the need for a primary residence that allows people to escape the urban grind, with wellness practices built into everyday life.

Tech-enabled wellness was also high on Sue’s list of priorities for the future. She believes the next evolution involves health-monitoring tools that continue to beneﬁt guests after they leave. This continuity, supported by advancements in wellness tech, will empower guests to maintain and track their health, long past their stay. At BEYONDESCAPISM, we’re embedding this vision into our design by equipping guests with resources that sustain their health journey, ensuring that they not only feel rejuvenated but also take home sustainable practices that improve their overall quality of life.

In essence, my conversation with Sue was both validating and deeply inspiring. Her encouragement and insights into emerging trends affirm that we are confidently aligned with our vision for BEYONDESCAPISM. Set within a privately owned estate rich in 17th-century aristocratic legacy and protected as both Spanish and UNESCO cultural heritage, this project brings together an expansive 20,000 m² holistic spa, soon to be managed by a globally renowned bespoke holistic spa brand. It promises to redefine integrative wellness by honoring its historic surroundings and delivering authentic, sustainable luxury.

Frank M. Pfaller Sue Harmworth MBE

BEYOND ESCAPISM

SUSTAINABLE LUXURY IN BALANCE

Luxury in Balance: A Unique Escape Blending Holistic Wellness with Cultural Splendor

t has been both an honor and a privilege to collaborate closely with the visionary owner of this extraordinary project over the past several years. Entrusted with the task of developing the master plan, operational strategy, and marketing concept, we have shaped what aspires to become one of Europe’s and the world’s most elite cultural heritage, medical wellness, and nature retreats—grounded in the philosophy of DEEPERLUXURY. This rejuvenated historic ensemble, a well-guarded secret, is discreetly nestled within the private botanical gardens of a legendary royal hideaway, a true jewel in the heart of Andalusia.

Declared a Monumento Histórico Nacional (National Historic Monument) in 1984, this estate’s gardens are regarded as some of Spain’s and Europe’s most magnificent. Several of its grand fountains are protected by UNESCO as World Heritage Sites. When the owner made the bold decision to open part of this historic property to the public, renovating guest villas and outbuildings to meet five-star-plus international standards, we were entrusted to create the overarching vision—a concept that would seamlessly integrate a bespoke luxury hotel with a holistic medical spa. Today, these historic structures have been meticulously restored, with many awaiting the final touch of décor, preserving their storied past while embracing modern luxury.

The retreat now boasts expansive guest suites, each between 100 and 250 square meters, thoughtfully designed with grand fireplaces and awaiting elegant finishes. An adjoining historic villa offers nine additional cozy rooms, featuring artisanal tadelakt stucco, a private communal salon, and a seamless blend of French and Spanish opulence, adorned with original Louis XVI antiques, hand-woven carpets, delicate wall tapestries, and exquisite paintings. Every detail has been curated to exceed the expectations of even the most discerning guests.

Inspiring a World of Holistic Wellness

Our bespoke branded Spa operator’s approach to wellness is rooted in a fusion of innovation, science, and centuries-old healing traditions. Their philosophy integrates cutting-edge precision medicine with traditional Chinese therapies, all within the setting of luxurious hospitality. They are renowned for creating world-leading wellness centers and delivering award-winning health and wellness programs. Their evidence-based treatments and transformative products are designed to promote longevity and enhance overall well-being.

By combining state-of-the-art technology with a deep commitment to authentic, holistic healing, the wellness programs empower individuals to live longer, healthier lives. This commitment to health and wellbeing makes them the ideal partner for the holistic medical spa at this unique destination in itself, ensuring that the natural retreat oﬀers not only luxury but also a world-class holistic wellness experience grounded in both tradition and innovation. The integration of this brand into the project will enhance the retreat’s standing as a destination where guests can rejuvenate their body, mind, and spirit, further solidifying its position as a leader in sustainable luxury and holistic wellness.

For nature lovers, the estate offers over 9 kilometers of perfectly manicured private pathways, secluded spaces ideal for meditation, yoga, or simply basking in the tranquil paradise. Bird watching here is unparalleled, with vibrant parrots, exotic species, and a colony of flamingos that reside on an island within a lake surrounded by lush tropical flora. The historic gardens are also home to serene Koi ponds and a carefully balanced ecosystem, offering a retreat into nature that epitomizes sustainable luxury living—not just in Andalusia, but globally.

An Oasis of Health and Heritage: Where Nature, Culture, and Wellness Unite

Luxury in Balance: A Unique Escape Blending Holistic

Wellness with Cultural Splendor

The Spa H

icWe

BEYONDWELLNESS

A Sanctuary for Holistic Wellness and Rejuvenation

With over 20,000 m² dedicated to the art of holistic wellness, this spa offers a transformative environment that inspires an entirely new level of rejuvenation. Expansive spaces for yoga and meditation invite guests to connect deeply with both their inner selves and the natural beauty that surrounds them. Our bespoke wellness approach seamlessly combines innovation, scientific precision, and the wisdom of centuries-old healing traditions. Integrating state-of-the-art exactitude medicine with traditional therapies, including elements of ancient Chinese healing, the wellness center embodies luxurious hospitality at its finest.

Recognized worldwide for creating leading wellness destinations, the spa’s evidence-based treatments and transformative products are crafted to enhance well-being and promote longevity, oﬀering each guest a truly personalized path to renewal and holistic health.

THESPARECEPTION

A welcoming entrance reception for a modern tropical integrative spa. The reception area features sleek, polished marble ﬂ oors with tropical plants placed elegantly in corners. A reception desk made of light wood and marble stands at the center, with soft ambient lighting from overhead ﬁxtures. Large glass windows let in natural light, and a seating area with plush, minimalist furniture adds comfort for guests. There is a water feature near the entrance, enhancing the tranquil and inviting atmosphere, with a modern and exclusive tropical vibe throughout.

COUPLESSPASUITE

A luxurious 60-80 m2 couples' spa suite with a more minimalist design. The walls and ceiling are made of simple, clean white stucco, with several rectangular skylight openings allowing natural light to ﬂood the room. The suite still features polished marble ﬂoors, but the decoration is kept to a minimum. Two massage tables with white linens are placed in the center of the room, and a soaking tub for two is positioned near the back. There are only a few tropical plants strategically placed for a serene atmosphere, and the overall style is modern, calm, and uncluttered.

THERAPEUTICPOOL

A luxurious therapeutic pool at the exclusive tropical spa retreat, with a clean, minimalistic, and clinical feel. The pool features a marble design with integrated relaxation chairs and therapeutic water jets. The open space provides stunning views of the surrounding tropical park through large, clear windows, but without deckchairs. The design is sleek and minimalist, with clean lines and a focus on tranquility and functionality. The atmosphere is serene and modern, blending the natural beauty of the tropical setting with a clinical, spa-like environment.

THEGREENHOUSEPOOL

A luxurious 600m2indoor pool set within a tropical greenhouse environment. The pool is rectangular with smooth edges and surrounded by lush tropical plants like palms and large leafy greenery. Glass walls and a high, transparent roof allow natural light to flood the area, casting reflections on the wet tiled floor. The tile pattern is intricate with earthy tones and small white accents, adding to the elegance. A warm, tranquil atmosphere with natural colors and a high-end, exotic feel.

THEGREENHOUSEGYMN

A tropical-themed gym 1000m2 set in a glassenclosed greenhouse, filled with lush green plants. The layout has been rearranged with distinct workout zones. Treadmills and stationary bikes are placed near the windows for a scenic view. Weight benches and dumbbells are positioned in the center for strength training. Yoga mats and stretching areas are moved to the far side of the room for a peaceful corner. Lush plants surround all zones, and natural light fills the space. The polished wood floor and hanging plants add to the fresh, airy, and motivating atmosphere.

RESTAURANT

An exclusive small gourmet restaurant overlooking the large pool. The restaurant features minimalistic designer furniture, including sleek tables and chairs in neutral tones. The layout maintains the unique tree-like structures with red branches and greenery, blending them into the dining experience. The furniture is modern and understated, with clean lines and a focus on elegance and functionality. Large windows and soft lighting create an intimate and luxurious atmosphere, while the natural elements enhance the space, making it feel contemporary

SUITES & VILAS San  uaries of Splend

VILLASUITE

Another oversized villa siute with a view from the bedroom over a sunken salon into a lush tropical park. The design is contemporary and minimalistic, with clean lines, modern furniture, and large glass windows that open to the outdoor scenery. The bedroom overlooks the sunken living room, which is slightly lower into the ground and features comfortable, modern seating in a spacious, open-plan layout. The tropical park and pool outside are visible through the large windows, creating a serene and luxurious atmosphere.

enSUITEOASIS

Step into a tranquil tropical oasis where luxury meets nature. This spacious ensuite bathroom features an oversized rain shower draped with live tropical plants, offering an immersive, serene experience. The sleek black marble fl ooring complements the double ONYX sinks, while elegant marble finishes and large mirrors reflect the surrounding greenery. This open-plan bathroom seamlessly blends modern design with the beauty of nature, creating a sanctuary for relaxation and rejuvenation.

ANDALUSIANSUITE

On of the large Spanish contemporary suites with a grand modern fireplace along one wall, featuring sleek stone or stucco finish. The room has terracotta tile flooring with a polished modern touch, and exposed ceiling beams that are either painted or given a natural wood finish. The space is furnished with plush, modern furniture, including a large Lshaped sofa in neutral tones, accent chairs in deep blue, and a low coffee table with a glass or polished stone top. Pendant lighting with clean lines hangs from the ceiling, and wall sconces flank the fi replace. Floor-to-ceiling sheer curtains in neutral tones cover the windows, with vibrant Spanish-style patterned throw pillows on the furniture for a pop of color.

MAISONETTEPOOLSUITE

A stunning contemporary maisonette suite with direct access to the oversized swimming pool. The space features a modern living room downstairs with stylish, minimalist furniture, including a comfortable sofa, coffee table, and accent chairs. Large tropical indoor plants are placed near the window, enhancing the natural atmosphere. Upstairs is a sleek bedroom with a modern bed and cozy decor. The staircase leads to the mezzanine level, with an artisan railing design. The room is ﬂooded with natural light from the large windows, giving a serene, tropical feel.

PARKVIEWROOM

The image showcases a luxurious “Park View Room,” blending modern architecture with a lush tropical environment. Floor-to-ceiling glass windows open up to a vibrant garden, featuring tall palms and exotic greenery, creating a seamless indoor-outdoor connection. The spacious room is tastefully designed with minimalist furniture, including a cozy bed and hanging pendant lights. It oﬀers a tranquil view of the garden. Natural wood tones and soft lighting complement the peaceful ambiance, making this space an ideal retreat in a tropical paradise.

A luxury tented suite set in lush tropical gardens with contemporary furniture, surrounded by greenery and a natural pond. The tent is elegant with soft beige canvas, with large openings showcasing the tropical garden setting. Inside, there are minimalist, modern furnishings, a comfortable bed, a small seating area with designer furniture, and views through to an outdoor area with a small private deck and pool. The setting feels peaceful and exclusive, blending seamlessly with

TENTSUITEBATHROOM

This bathroom in the luxury tented suite oﬀers a serene, open-air aesthetic that seamlessly integrates with its natural surroundings. The bathtub is freestanding, positioned to overlook a tranquil pond bordered by lush greenery and tall palm trees. The bath area is complemented by soft, draping curtains that create an inviting ambiance while oﬀering a hint of privacy without obstructing the view.

TENTSUITEBATHROOM

This bathroom in the luxury tented suite oﬀers a serene, open-air aesthetic that seamlessly integrates with its natural surroundings. The bathtub is freestanding, positioned to overlook a tranquil pond bordered by lush greenery and tall palm trees. The bath area is complemented by soft, draping curtains that create an inviting ambiance while oﬀering a hint of privacy without obstructing the view.

BEYOND BEYOND

BEYONDESCAPISM

Healing in Harmony: Europe’s Elite Nature Escape Combining

Holistic Medical Wellness and Cultural Legacy

IMAGINE a place where history whispers through the trees, where centuries-old architecture merges seamlessly with cutting-edge wellness, and where the serenity of nature invites you to heal and rediscover balance. Nestled in a privileged enclave of Andalusia, this remarkable estate stands as a testament to time, artistry, and natural beauty. With roots tracing back to the 17th century, this unique sanctuary, an oﬃcial Asset of Cultural Interest (BIC), weaves together a rich tapestry of gardens, courtyards, and buildings from diﬀerent eras and styles, each imbued with a sense of reverence for the past and a vision for the future.

BEYONDESCAPISM

Healing in Harmony: Europe’s Elite Nature Escape

Holistic Medical Wellness and Cultural Legacy

IMAGINE a place where history whispers through the trees, where centuries-old architecture merges seamlessly with cutting-edge wellness, and where the serenity of nature invites you to heal and rediscover balance. Nestled in a privileged enclave of Andalusia, this remarkable estate stands as a testament to time, artistry, and natural beauty. With roots tracing back to the 17th century, this unique sanctuary, an oﬃcial Asset of Cultural Interest (BIC), weaves together a rich tapestry of gardens, courtyards, and buildings from diﬀerent eras and styles, each imbued with a sense of reverence for the past and a vision for the future.

On the horizon lies the unveiling of this holistic wellness destination like no other. This is more than just a retreat; it’s a journey of renewal, combining the natural luxury of its surroundings with a deep commitment to medical wellness. The estate will oﬀer 71 luxurious rooms, including 6 stunning suites already awaiting guests, with plans to expand to 80 or a maximum of 103 rooms, including 25-30 luxury tented suites. Every corner of this vast complex speaks of sustainable opulence—whether it’s the verdant, meticulously cared-for tropical gardens, the marble-clad pools, or the historical buildings repurposed to house state-of-theart medical and wellness facilities.

Guests will ﬁnd solace in spaces that once housed olive-oil mills, wine cellars, and Andalusian courtyards, now transformed into luxurious suites and wellness centers. From the tranquil beauty of the indoor heated pools to the vibrant life of century-old trees and exotic tropical plants, this retreat is designed to cater to both body and soul. Surrounded by nature’s ﬁnest, visitors will experience true restoration, where ancient architecture and modern amenities create a perfect blend of comfort, health, and emotional luxury.

This extraordinary property promises to become Europe’s and one of the world’s most discerning EcoLuxNature retreat—a sanctuary where culture, nature, and holistic wellness come together to create an unparalleled escape. This is not just a destination. It is a place where emotions, holistic medical wellness, and heritage are the true luxuries.

Guests will ﬁnd solace in spaces that once housed olive-oil mills, wine cellars, and Andalusian courtyards, now transformed into luxurious suites and wellness centers. From the tranquil beauty of the indoor heated pools to the vibrant life of century-old trees and exotic tropical plants, this retreat is designed to cater to both body and soul. Surrounded by nature’s ﬁnest, visitors will experience true restoration, where ancient architecture and modern amenities create a perfect blend of comfort, health, and emotional luxury.

This extraordinary property promises to become Europe’s and one of the world’s most discerning EcoLuxNature retreat—a sanctuary where culture, nature, and holistic wellness come together to create an unparalleled escape. This is not just a destination. It is a place where emotions, holistic medical wellness, and heritage are the true luxuries.

A Legacy of Wellness and Heritage: BeyondEscapism

It has been both an honor and a privilege to collaborate closely with the visionary owner of this extraordinary project over the past several years. Entrusted with the task of developing the master conceptual plan, operational strategy, and marketing concept, we have jointly shaped what aspires to become one of Europe’s and the world’s most elite cultural heritage, integrative holistic wellness, and nature retreats —grounded in the philosophy of DEEPERLUXURY. This rejuvenated historic ensemble, a well-guarded secret, is discreetly nestled within the private botanical gardens of a legendary royal hideaway, a true jewel in the heart of Andalusia.

A Legacy of Wellness and Heritage: BeyondEscapism

It has been both an honor and a privilege to collaborate closely with the visionary owner of this extraordinary project over the past several years. Entrusted with the task of developing the master conceptual plan, operational strategy, and marketing concept, we have jointly shaped what aspires to become one of Europe’s and the world’s most elite cultural heritage, integrative holistic wellness, and nature retreats —grounded in the philosophy of DEEPERLUXURY. This rejuvenated historic ensemble, a well-guarded secret, is discreetly nestled within the private botanical gardens of a legendary royal hideaway, a true jewel in the heart of Andalusia.

Declared a Monumento Histórico Nacional (National Historic Monument) in 1984, this estate’s gardens are regarded as some of Spain’s and Europe’s most magnificent. Several of its grand fountains are protected by UNESCO as World Heritage Sites. When the owner made the bold decision to open part of this historic property to the public, renovating guest villas and outbuildings to meet five-star-plus international standards, we were entrusted to create the overarching vision—a concept that would seamlessly integrate a bespoke luxury hotel with a holistic integrative spa that spans over 20.000m2 (twentythousand!). Today, these historic structures have been meticulously restored, with many awaiting the final touch of décor, preserving their storied past while embracing modern luxury.

The retreat now boasts expansive guest suites, each between 100 and 250 square meters, thoughtfully designed with grand fireplaces and awaiting elegant finishes. An adjoining historic villa offers nine additional cozy rooms, featuring artisanal tadelakt stucco, a private communal salon, and a seamless blend of French and Spanish opulence, adorned with original Louis XVI antiques, hand-woven carpets, delicate wall tapestries, and exquisite paintings. Every detail has been curated to exceed the expectations of even the most discerning guests.

Inspiring a World of Holistic Integrative Wellness

The bespoke branded Spa operator’s approach to wellness is rooted in a fusion of innovation, science, and centuries-old healing traditions. They are renowned for creating world-leading wellness centers and delivering award-winning health and wellness programs. Their evidence-based treatments and transformative products are designed to promote longevity and enhance overall well-being.

By combining state-of-the-art technology with a deep commitment to authentic, holistic healing, the wellness programs empower individuals to live longer, healthier lives. This commitment to health and wellbeing makes them the ideal partner for the holistic spa at this unique destination in itself, ensuring that the natural retreat oﬀers not only luxury but also a world-class serious wellness experience grounded in both tradition and innovation. The integration of a bespoke Spa brand into the project will enhance the retreat’s standing as a destination where guests can rejuvenate their body, mind, and spirit, further solidifying its position as a leader in sustainable luxury and holistic wellness.

For nature enthusiasts, the estate features over 9 kilometers of meticulously maintained private pathways and secluded spots, perfect for meditation, yoga, or simply unwinding with a book in this serene paradise. Birdwatching is exceptional, with vibrant parrots, exotic species, and a resident colony of ﬂamingos on an island within a lake framed by lush tropical ﬂora. The historic botanical gardens are also home to peaceful Koi ponds and a carefully curated ecosystem, creating a sanctuary that embodies sustainable luxury living—not just in Andalusia, but globally, living up to its working title, BEYONDESCAPISM.

By combining state-of-the-art technology with a deep commitment to authentic, holistic healing, the wellness programs empower individuals to live longer, healthier lives. This commitment to health and wellbeing makes them the ideal partner for the holistic spa at this unique destination in itself, ensuring that the natural retreat oﬀers not only luxury but also a world-class serious wellness experience grounded in both tradition and innovation. The integration of a bespoke Spa brand into the project will enhance the retreat’s standing as a destination where guests can rejuvenate their body, mind, and spirit, further solidifying its position as a leader in sustainable luxury and holistic wellness.

For nature enthusiasts, the estate features over 9 kilometers of meticulously maintained private pathways and secluded spots, perfect for meditation, yoga, or simply unwinding with a book in this serene paradise. Birdwatching is exceptional, with vibrant parrots, exotic species, and a resident colony of ﬂamingos on an island within a lake framed by lush tropical ﬂora. The historic botanical gardens are also home to peaceful Koi ponds and a carefully curated ecosystem, creating a sanctuary that embodies sustainable luxury living—not just in Andalusia, but globally, living up to its working title, BEYONDESCAPISM.

BEYOND ESCAPISM

Andalusia | South of Spain

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