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Driftwood: A Design and Lifestyle Brand
Driftwood is a design and lifestyle brand built on bold decisions, beautiful spaces, and the belief that life is meant to be lived with intention.
Founded by husband and wife Justin and Carolyn Lubbe, Driftwood began with a leap of faith: a desire to build something timeless in a small mountaintop village in southern Spain. What started as a personal pursuit of a more meaningful life has become a growing vision, rooted in design, storytelling, and soulful hospitality.
Driftwood honors the spirit of Mijas Pueblo: its whitewashed walls, artisan traditions, and deep sense of community. At the same time, it welcomes a new wave of families and dreamers from around the world, people seeking a richer, more connected way of living.
Through inspired restoration, elevated experiences, and stories that speak to the heart, Driftwood is more than a brand. It’s a reminder that beauty is worth the risk.
Why Now?
Around the world, people are reimagining what it means to live well. They’re moving toward beauty, connection, and purpose, and away from environments that no longer reflect who they are or what they value.
We moved our young family back to Mijas Pueblo, the place where our story began, to build a life rooted in community, creativity, and culture. Driftwood was born from that call. It reflects not just how we want to design, but how we choose to live.
And now, we find ourselves in alignment with something greater. A rising global current is pulling people toward deeper meaning and belonging. Driftwood speaks directly to that longing with story, soul, and spaces that invite people home to themselves.
The Driftwood Difference
Historic Restoration
Breathing new life into traditional Mediterranean spaces while preserving their authentic character.
Soulful Aesthetics
Timeless and intentional, our designs weave together personal story, place, and purpose into every space.
Media & Storytelling
Documenting and sharing the journey through compelling visual narratives that inspire and connect.
Immersive Experiences
Curating moments that invite people to fully engage with Mediterranean culture and lifestyle.
Driftwood is not a traditional design firm or hospitality concept. It’s a multi-dimensional brand that brings together historic restoration, soulful aesthetics, media, and immersive lifestyle experiences under one vision.
Rooted in Mediterranean culture and built with global resonance, Driftwood is positioned to meet the growing demand for beauty, depth, and meaning through design and storytelling.
Founders
Carolyn Lubbe
The brand visionary: a university-educated interior designer with over 15 years of experience designing homes across the U.S. and internationally. Her aesthetic is timeless, and she has a gift for creating spaces that tell soulful stories.
Justin Lubbe
The amplifier: a natural connector and joyful communicator who brings energy, community, and visibility to the brand. He is Carolyn's biggest champion and the heartbeat of Driftwood's hospitality and storytelling.
Together
Carolyn and Justin Lubbe are co-creators in every sense. Their partnership is defined by warmth, balance, and shared purpose. Together, they've built Driftwood as an extension of their life; rooted in the village where they met, shaped by the family they are raising, and infused with the heartbeat of their journey. Their story brings emotional depth and authenticity to the brand.
Where It All Began
The seeds of Driftwood were planted in 2015, when Carolyn and Justin met in Mijas Pueblo and took on the full restoration of El Patio de Asunción, a historic home owned by the curator of the Mijas History Museum.
It was a personal risk and a creative leap. With intention and respect, they brought the property back to life, maintaining its original character while elevating it with timeless design.
El Patio quickly became the top-rated Airbnb on the Costa del Sol and was featured in Architectural Digest. It was both Carolyn and Justin’s personal residence and a beautifully restored guest stay that introduced international visitors to the heart of the village. El Patio de Asunción helped foster connection between the local community and the growing international presence in Mijas Pueblo.
That project laid the foundation for the Driftwood aesthetic of elevated Mediterranean design, thoughtful restoration, and cultural integrity. It was also the beginning of our brand story: a vision rooted in the belief that taking risks, creating with purpose, and honoring community can create something truly lasting.
Current Core Projects
Casa Serena
Our under-contract family home and the Living Portfolio of Driftwood. More than a residence, Casa Serena is the heart of the brand: a physical embodiment of our design ethos and our belief that home is the foundation for a beautiful, intentional life. It will serve as a showpiece of our aesthetic, a central gathering place for intimate community events, and a creative studio for our media storytelling. By restoring and living in Casa Serena, we will embody the lifestyle we design for others as a tangible expression of the Driftwood philosophy.
Boutique Hotel
A high-end hotel proposed for development in Mijas Pueblo on the last undeveloped plot of land in the historic center. Investor capital can be used to acquire the land, currently held by the founders, as an integral component of the Driftwood development strategy. This project is the primary area for investor partnership and essential to expanding the broader Driftwood brand vision.
The boutique hotel will offer concierge level service, a rooftop terrace, private pool, and exclusive access to cultural experiences, meeting a clear gap in hospitality offerings in the area. An additional presentation is available detailing financial projections, design intent, and development plans.
Alcazaba
A client-funded, full restoration of a historic home in one of Mijas Pueblo’s main plazas. The homeowner, an American drawn to the soul of the village, chose to invest here specifically to work with Driftwood. This client was compelled by our brand ethos, design philosophy, and the meaningful community we are cultivating. The project reflects the growing international recognition of Driftwood’s aesthetic and the trust it inspires in values-aligned clients. Alcazaba will be fully documented and publicly shared, serving as a living case study of our design process, brand voice, and storytelling potential.
Revenue-Generating Branches
Driftwood Boutique Hotel
A high-end hotel offering concierge-level service and immersive cultural experiences. A flagship project for investor partnership and media documentation.
Culinary Concepts
A Driftwood-branded restaurant and wine bar reflecting the warmth, flavor, and hospitality of Mediterranean life.
Vacation Rentals
Bespoke stays for travelers seeking to experience the pueblo lifestyle without longterm relocation.
The Finca
A rural estate for gatherings, seasonal events, retreats, and small-batch wine and olive oil production.
Media + Docuseries
Multi-platform storytelling capturing our design journey, Mediterranean lifestyle, and restoration projects. Content production can begin immediately with Casa Serena and Alcazaba.
Design Services
Curated home restorations for international and local clients drawn to Driftwood's aesthetic and ethos.
Driftwood Storefront
An elevated retail space offering artisan goods, handmade furniture, and curated homewares sourced locally.
Global Product Line
Scalable decor and lifestyle goods, including Carolyn's signature designs and future brand partnerships.
Timeline
2025
  • Casa Serena acquisition by end of year
  • Alcazaba renovation to begin in Q4
  • Boutique Hotel investor presentation and development materials underway
  • Finalizing brand promo video for docuseries network pitch
  • Launch social media strategy and begin content creation
2026
  • Casa Serena renovations begin
  • Boutique Hotel architectural planning, technical drawings, and permitting phase begins (pending funding)
  • Assemble content and media teams to begin professional docuseries filming and elevated social storytelling
  • Explore vacation rental property acquisition
  • Begin development of Driftwood storefront in Mijas Pueblo
2027
  • Casa Serena completed and becomes the visual and emotional anchor of the Driftwood brand
  • Boutique Hotel breaks ground; construction and interior development begin
  • First Driftwood-hosted retreats and intimate cultural gatherings begin, laying groundwork for future hospitality offerings
  • Driftwood Storefront grand opening in Mijas Pueblo
  • Vacation rental renovations completed; first Driftwood-branded stays open to guests
2028+
  • Driftwood Boutique Hotel opens in the historic center of Mijas Pueblo, offering guests a fully immersive design, hospitality, and cultural experience
  • Launch plans begin for Driftwood’s first culinary concept: café, wine bar, or restaurant inspired by Mediterranean hospitality
  • Finca property planning and land acquisition begin, with a focus on future retreats and event hosting
  • Driftwood Storefront expands product offerings; global product line development continues with brand partnerships
  • Driftwood becomes a fully realized lifestyle brand, interweaving design, hospitality, storytelling, and soulful living into a scalable, enduring model
Use of Proceeds
Boutique Hotel Land Transfer
€400,000
Transfer of land from founders to project/company ownership (includes 10% tax/fee).
Boutique Hotel Pre-Construction
€120,000
Covers architectural plans, necessary permitting, and cultural approvals.
Boutique Hotel Sales & Marketing
€100,000
Partnering with local real estate experts to secure investor funding.
Casa Serena Acquisition
€700,000
Home is the heartbeat of our brand. It all starts here. Backdrop for media engagement and community gatherings.
Casa Serena Renovation
€280,000
Establishes Casa Serena as a living portfolio and recognized brand aesthetic.
Brand + Media Launch
€425,000
Includes docuseries production, social content creation, production team, and promo video development.
Founder Compensation
€150,000
Allows Justin and Carolyn to work full-time on Driftwood during the initial 18-month launch phase.
Legal Structuring (US/Spain)
€25,000
For international legal and tax setup in both the US and Spain.
Contingency / Flex Fund
€20,000
A buffer for unexpected costs or strategic pivots.
TOTAL ALLOCATION: €2,220,000
Why Invest
A rare convergence of timing, vision, and cultural momentum
Driftwood is tapping into the global shift of people craving beauty, belonging, and purpose. Our brand creates immersive spaces and experiences that respond to that desire with soul and substance.
Led by a creative partnership with deep roots and real-world traction…
With over 15 years of design experience and a compelling personal story, Justin and Carolyn have already built trust, visibility, and a growing network of people drawn to their vision.
Multi-revenue model rooted in authenticity and community…
Driftwood generates income through design services, high-end hospitality, immersive media, and curated retail, all flowing from one unified, emotionally resonant brand.
Rare, high-value assets ready to activate…
With Casa Serena under contract and the only undeveloped plot in Mijas Pueblo’s historic center ready for boutique hotel development, Driftwood has uniquely positioned properties with transformative potential.
A chance to invest in beauty, community, and legacy…
Driftwood isn’t just building spaces. It’s building belonging. Rooted in the enduring traditions of Mediterranean life, we’re creating a place where thoughtful design, soulful storytelling, and community are deeply interconnected. It’s about honoring what’s always been here while welcoming others into a shared vision built on purposeful connection.
The Invitation
Driftwood began with a clear vision: to create something beautiful, intentional, and enduring. What started as a single home in a historic Spanish village has grown into a bold, expanding movement built on design, community, and purpose.
We’ve spent the last decade laying the groundwork, restoring homes, building trust, and living the very story we now invite others to join. With the right investment, Driftwood is ready to scale: a multi-channel brand positioned for long-term growth and meaningful global impact.
Driftwood is not just a brand. It’s a platform for transformation with the power to shape lives, elevate stories, and inspire a more intentional way of living.
Connect with Us
Ready to explore a unique investment opportunity that blends purposeful design with a thriving community? We invite you to connect with us. Our team is eager to share more about Driftwood's vision and discuss how you can become a part of our journey.