At Rebuild 2025, leading voices in luxury development made it clear: sustainability is no longer a compromise—it’s an upgrade.
Luxury real estate and environmental responsibility may sound like strange bedfellows, but at this year’s Rebuild 2025 expo—Spain’s event for industrialised construction—the message was loud and clear: the future of luxury living is green, efficient, and anything but ascetic.
One of the most compelling advocates for this shift was Xavier Vilalta, director of Barcelona-based Vilalta Studio. Far from seeing sustainability as incompatible with exclusivity, Vilalta argued that eco-conscious design enhances value and elevates quality of life for affluent homeowners.
“Sustainability might seem like the antithesis of luxury, but it’s quite the opposite. It adds more value, more privilege, and greater wellbeing,” said Vilalta.
He went further, insisting that industrialisation in construction—often wrongly seen as a cost-cutting move—is actually a means to improve quality. “It’s not about taking away privileges, it’s about expanding them. We’re integrating sustainability into all our high-end projects,” he explained.
The new pillars of excellence: sustainability meets sophistication
Joining the conversation was Joan Pintiado, CEO of Maindrop, who reinforced the idea that premium housing is increasingly defined by a blend of design and environmental performance.
“Excellence is achieved through quality, design, technology, and—crucially—experience. That experience depends on sustainability and efficiency,” Pintiado said.
He stressed that today’s top-tier developments aren’t just opulent; they’re smart. They use cutting-edge methods to push the boundaries of comfort, style and environmental stewardship.
Health and wellness: the latest luxury commodities
Manuel Castañón González, technical director at Schütz Ibérica, took the argument a step further, suggesting that the ultimate goal of luxury is health and wellbeing.
“The goal of luxury isn’t just aesthetics—it’s health. Industrialised building systems should serve wellbeing above all,” he said, noting that comfort, air quality and thermal performance are now as critical to luxury as marble countertops once were.
And this isn’t limited to high-end developments. “Whatever the housing category—social or premium—the time you spend in your home should offer quality and comfort,” Castañón added.
Branded living goes green
Luxury lifestyle branding also has a sustainable twist. Juan Manuel Reyes, founding partner at RGZ Developers, is currently working on a branded residence project in partnership with global fashion label Versace on the Costa del Sol.
According to Reyes, affluent buyers are not only open to sustainable features—they expect them, and they’re willing to foot the bill.
“Top brands lend their identity to the product, but also integrate a full range of services—including those focused on sustainability,” Reyes commented. “Clients in this segment are ready to pay the premium that goes with it.”
