Charly Simon renews his presidency of DOM3 at a pivotal moment for the high-end housing sector
Charly Simon has been unanimously re-elected as President of DOM3, the Association of High-Quality Housing Entrepreneurs, during its Electoral General Assembly. His reappointment marks the beginning of his third term, reinforcing his leadership at the helm of a collective that has become the leading voice of the most influential economic sector within the Golden Triangle—Marbella, Estepona and Benahavís.
The new Board of Directors is composed of Charly Simon (Charly Simon Photo) as President, Manuel Burgos (Manuel Burgos Arquitectos) as Vice President, Pepe Castellano (Pérez de Vargas Abogados) as Treasurer and Carlos Román (Román Windows & Doors) as Secretary. The single candidacy presented received full support, demonstrating the internal unity and shared vision behind the strategic direction DOM3 has developed in recent years.
The new board with outgoing treasurer, Víctor Periañez, and speaker Laia Grassi.
The association brings together more than 40 leading companies in architecture, engineering, interiors, landscaping, construction, technical installations, carpentry, legal services and project management. These firms generate thousands of skilled jobs and sustain a high level of investment and activity across the Golden Triangle. Their economic weight has grown in parallel with the rise of high-end residential tourism, a phenomenon that is reshaping the profile of the destination.
A new chapter
Expressing his gratitude for the support received, Charly Simon highlighted the responsibility of continuing to lead the association at such a defining moment for the premium housing sector on the Costa del Sol.
“I begin this new term with great enthusiasm and with a firm commitment to continue driving the growth of a sector that has become the region’s leading industry—one that generates wealth and highly qualified employment,” he said.
“Tourism on the Costa del Sol has evolved towards high-quality residential tourism. People no longer come just for holidays; they choose to live here. That raises the level of demand and planning required of the destination,” he added.
Simon stressed that the high-end housing market serves as a powerful economic engine, boosting strategic sectors such as construction, technical installations, engineering, architecture, interior and landscape design, and specialised professional services. He insisted on the importance of protecting the standards that have positioned the Golden Triangle as one of the most robust real estate hubs in Europe.
The president reiterated DOM3’s longstanding priorities and demands to public administrations.
“Improving infrastructure, strengthening security, speeding up urban planning procedures and addressing the challenge of affordable housing are all essential. Public–private collaboration is fundamental to ensuring sustainable and well-structured growth,” he emphasised.
Creativity & AI
The second part of the event—sponsored by Aalto Exclusive Design (main sponsor), Charly Simon Photo and Heidi Gubbins Interior Design—featured a keynote speech by Laia Grassi, international creative director and one of the most influential voices in the application of generative artificial intelligence in design, communication, architecture and real estate. Her talk drew significant interest from members, who were able to see first-hand how AI is reshaping creative and production processes across industries directly connected to DOM3’s activity.
Grassi reviewed the historical evolution of this technology, debunked common myths and demonstrated how AI is already developing global campaigns, designing interiors, creating 3D models, visualising architecture, producing audiovisual content and accelerating workflows in creative and technical industries worldwide.
“Artificial intelligence doesn’t replace human talent; it enhances it,” she said. “The future isn’t human versus machine — it’s human with machine. The tool itself doesn’t take jobs away; the people who know how to use it are the ones who will lead,” she noted.
She shared examples of projects for brands such as Coca-Cola, LEGO, Cabify and Estrella Damm, along with interior design, fashion design and real estate visualisation work. Grassi emphasised that AI has become a strategic tool for exploring new visual languages and working with greater efficiency without compromising quality. “Authentic creativity remains human. What changes is the breadth of the creative landscape and the speed at which we can progress,” she concluded.
Throughout 2025, DOM3 has organised talks by leading experts such as José María Álvarez-Pallete, former Executive Chairman of Telefónica, as well as global LinkedIn top voice Daniela Luque. The association has also hosted key sector events, including a round table on the premium real estate market. The next gathering will take place before Christmas, reaffirming DOM3’s role as a strategic forum to anticipate trends, share knowledge and strengthen the competitiveness of the high-quality housing sector in the Golden Triangle.
