Sam Nazarian, the founder of sbe, has launched The Estate, a new luxury hotel brand focused on wellness, longevity and preventative medicine. Nazarian has teamed up with entrepreneur Tony Robbins, sbe’s partner and singer Marc Anthony and international strategist Richard Attias for the new brand.
The Estate seeks to lead the luxury hospitality segment with its resorts and “urban preventative and longevity centers” located in core markets through its collaboration with Fountain Life. The brand aims to develop 15 hotels and residences and 10 urban preventative medicine and longevity centers worldwide by 2030, totaling 25 centers through its partnership with Fountain Life.
The brand will launch with four luxury hotels and residences — one each in St. Kitts; the U.K., Trento in northern Italy; and Montreux, Switzerland — in 2026. This will be followed by openings in Miami and the GCC. The inaugural longevity and preventative medicine center is slated to open in Los Angeles at Century Plaza in the second half of 2025. Residential sales for the St. Kitts project is slated to open in Q3 2025.
Nutrition will be a significant focus area at The Estate. The properties will have culinary offerings crafted by sbe’s Disruptive Restaurant Group and their global network of Michelin-starred chefs Katsuya Uechi, Dani Garcia, Masaharu Morimoto, Wes Avila and Fabio Trabocchi.
The Estate will lead with luxury, Nazarian said in a statement. In 2006, when he founded SLS Hotels, lifestyle was ‘access,’ now luxury is ‘longevity,’ he said.
“In 2024, we are disrupting by bringing together global market leaders, providing a platform for the best ideas to surface and giving them scale. We are not building medical hotels, we are building luxury hotels, residences and urban clinics that are differentiated by a commitment to changing people’s lives,” Nazarian added.
In the works before the pandemic, Nazarian and Robbins began developing the luxury brand concept with the aim to create a new omnichannel approach to longevity, meeting the customer wherever they are instead of being a destination offering.
In select urban locations, The Estate will partner with Clinique La Prairie under the leadership of CEO Simone Gibertoni to offer holistic treatments through the ‘Longevity Hub by Clinique La Prairie.’ Based in Montreux, Switzerland, Clinique La Prairie is known for its programs which combine preventative and holistic medicine in a luxury environment. In the past decade, Clinique La Prairie has expanded its vision and developed an exclusive “Longevity Ecosystem,” that consists of its health resorts, ‘Longevity Hub by Clinique La Prairie’ and the longevity supplements.
“The Estate represents a convergence of luxury, innovation and purpose — an approach that aligns with my work in creating transformative global platforms,” said Attias. “This project is more than just another development; it is a revolutionary ecosystem where world-class hospitality meets the cutting edge of preventative medicine, AI and longevity. We are setting a new standard for how we live and thrive.”