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 director of the Historical Museum of Mijas.
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.
Publication
El Patio de Asunción was proudly featured in Architectural Digest

Architectural Digest Spain

Mijas, HISTÓRICA y contemporánea

La casa Airbnb de la semana es una muestra de la arquitectura tradicional andaluza en el centro de Mijas: patio, flores, luz, calor y Mediterráneo. Todos los (buenos) tópicos de la Costa del Sol.

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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, currently owned by the Driftwood founders. 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.
Learn More
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.
Our Hope for the Future
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.
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.
Why Space Matters
The Energy of Space
For thousands of years, cultures across the world have recognized that the spaces we live in affect our spiritual and emotional well-being. Whether spoken through ancient traditions or simply felt in everyday life, there is a shared human understanding that space holds energy and that this energy influences how we think, feel, move, and connect.
At Driftwood, we design with this in mind.
1
Balance…
We believe in creating homes that are energetically aligned with spaces that feel open, grounded, and intentional.
2
Natural Flow…
When the flow of a room supports your daily rhythms… when light is invited in, and materials are chosen with care… when a space feels clear rather than chaotic… it lifts the spirit.
3
Breathing Room…
It allows joy, focus, calm, and creativity to flourish. This is what we mean when we say a space should feel alive.
It should be in rhythm with the people who live there by supporting the way you gather, rest, create, and grow. It's not about perfection; it's about presence. Designing with energy in mind means honoring the unseen just as much as the seen and creating a feeling of alignment that can be sensed the moment you walk through the door.
Why Space Matters
The Story of Space
We also believe that space tells a story.
It tells the story of who you are, what you love, how you live, what you hold sacred. But it also carries the stories of those who came before you, and the ones who will come after. Every home is part of a larger tapestry woven from memory, shaped by culture, and passed from generation to generation.
At Driftwood, we're especially drawn to places with history. To spaces that have been weathered by time, softened by age, and marked by life. There's something sacred about restoring what was once forgotten.
We don't seek to erase the past, we seek to honor it. To listen to the story it wants to tell, and bring it into harmony with the present.
But the story doesn't stop there.
Present Moments
Every home should also reflect the lives unfolding within it right now…the morning rituals, the laughter in the kitchen, the quiet moments that go unseen. Your home should speak of who you are and what you value, not just in grand gestures, but in the smallest details.
  • The textures you're drawn to
  • The objects you keep close
  • The way light moves through a room at the hour you like best
Living Legacy
We believe a well-designed space makes room for all of it: memory and presence, roots and growth. It bridges the past and present, grounding personal story in something timeless and shared. It becomes a living story. One that holds you, reflects you, and outlasts you.
To us, that's the essence of legacy. It's something living, lasting, and deeply personal. And it's at the heart of everything we create.
Portfolio
Discover how thoughtful design creates spaces that feel alive, tell stories, and support the way you live.
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. Driftwood is now 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 brand 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.