The Visionaries: How a Forgotten Coast Became a Dream

The Visionaries: How a Forgotten Coast Became a Dream

The extraordinary birth of the Costa Smeralda begins with an idea that changed Sardinia forever.

In the late 1950s, Sardinia’s northeastern coast was considered inhospitable. The land was wild, rocky, and seemingly cursed by history: malarial swamps, harsh winters, and a lack of infrastructure made it unattractive even to locals. Fields close to the sea were often inherited as leftovers—land nobody wanted.

But history loves accidents. One such moment came when John Duncan Miller, vice-president of the World Bank, stopped his yacht at Cala di Volpe. Mesmerised by the water’s crystalline clarity and untouched beauty, he saw something no one else did: potential.

Back in Europe, Miller shared his discovery with a young and visionary man: Prince Karim Aga Khan IV, spiritual leader of the Ismaili Muslims and heir to a legacy of diplomacy, philanthropy and innovation. Karim was intrigued. In 1962, alongside investors like Patrick Guinness, André Ardoin and René Podbielski, he founded the Costa Smeralda Consortium.

The founders purchased over 1,800 hectares of land between Olbia and Arzachena. There were no roads, no water, no electricity. But what they had was vision—and an unshakable belief in beauty.

While others saw a barren coast, they saw emerald inlets, sculpted granite, and beaches as white as paper. The name “Costa Smeralda” was born from the sea itself — a glowing green that would one day call the world to its shores.

This was not just a tourism project. It was a statement. The aim? To create a new Riviera — one that respected nature, inspired architecture, and set a gold standard for discreet luxury.