'Longevity is the new luxury', says founder of The Estate, a new medi-wellness hotel brand built on 'changing people's lives'. Olivia Palamountain reports

Hospitality group Sbe has unveiled plans for The Estate, a new venture described as "a luxury hospitality and residential ecosystem anchored in the world of preventative medicine, AI and longevity".

Founded by Sam Nazarian, the group is collaborating with preventative diagnostics brand Fountain Life to realise this vision.

It's hailed as "the leader in disease detection, prevention and reversal, providing the knowledge, coaching, and therapeutics that can increase vitality and healthspan, and turn back the clock on ageing".

The first four properties are set to launch in St Kitts, the UK, Trento in Northern Italy, and Montreux in Switzerland by 2026, with additional locations planned for Miami and the GCC.

Joining Nazarian on this project are entrepreneur Tony Robbins, Sbe partner, the singer, Marc Anthony, and international strategist Richard Attias.

Sam Nazarian says: “In 2006, I created SLS Hotels, a brand both relevant and disruptive for the emerging lifestyle industry. Then, lifestyle was ‘access’, now luxury is ‘longevity’. The Estate will lead with luxury.

“We’re not building medical hotels – we are building luxury hotels, residences and urban clinics that are differentiated by a commitment to changing people’s lives,” he adds.

To further develop its concept, Sbe will seek to identify, prevent and treat conditions that reduce lifespan and diminish one’s quality of life.

Sbe aims to become "the largest ecosystem of preventative medicine and longevity in the world", targeting 15 hotels and residences, alongside ten "urban preventative medicine and longevity centres" by 2030.

The inaugural urban centre is scheduled to open at Century Plaza in Los Angeles in late 2024.

Select urban locations will collaborate with Clinique La Prairie to offer holistic treatments through the Longevity Hub by Clinique La Prairie.

The Estate marks the second hotel brand announced by Sbe since the group sold its remaining stake in brands including SLS, Delano, Mondrian and Hyde to Accor in 2020. Accor subsequently placed these brands within its joint venture Ennismore division.

Earlier this year, Sbe announced a strategic alliance with Wyndham to create a new lifestyle brand, HQ Hotels.